Parents of Polish Trans Kids Use the Reach of Their Attackers to Give a Voice to the Attacked

With highest teen suicide rate and one of the most restrictive LGBT laws in the EU, Poland is no country for trans children. In the election year the pressure is even higher: conservative officials chose transgender community as political target. With no rights, no voice, and no reach, trans children seemed like an easy prey. Spin doctors forgot about one thing these kids have. Their parents.

WE THE PARENTS is a non-profit organisation gathering families and supporters of trans kids.

To protect their children, they decided to use the reach of attackers to give voice to the attacked.

On The International Day of Transgender Visibility, real parents of trans children answered public hate speeches and addressed their authors: Leader of the ruling party. Minister of education. Influential archbishop. Finally, the president himself. Campaign creators used their social media to reach ordinary Poles.

When they caught the attention of the masses, and with the help of their partners Natemat.pl and Storytel, WE THE PARENTS shared their stories using all available channels. These include an audiobook, documentary films, interviews, podcasts, Tweets and Tik Toks. All media led to campaign hub, where every Pole can learn about transgenderism here.

Thanks to popularity of right wing officials, parents of trans kids introduced themselves to millions of Polish families and got their support. Because no one can understand a parent better than a parent.

“We live in a country where transgender people are increasingly ‘used’ in the political game, and the example from above, unfortunately, does not teach sensitivity to other people. I believe that hate and prejudice are primarily due to lack of awareness. We decided to be part of the campaign because we want to speak out on important issues and educate and encourage our listeners to talk about important topics through audio,” explains Klaudia Chruściel from Storytel.

The campaign was created by MOLECULAR WORLDWIDE agency, responsible for the concept and implementation of the entire campaign, as well as the 24/7Communication agency, which took care of PR activities.

“Families of trans children seem to have no chance in the face of the state’s propaganda machine. That is why we decided to use the ranges of the attackers to give voice to the attacked,” says Bartek Klimaszewski, executive creative director at MOLECULAR WORLDWIDE.

“This is the first campaign that talks about transgenderism from the perspective of parents of trans people. Parents who, from their own example and experiences, teach us how to understand, come to terms with and accept it. And they do not say that it is easy,” adds Janka Szwykowska, deputy creative director at MOLECULAR WORLDWIDE.