This Campaign Challenges People to Look beyond the ‘Trans’ Label

It’s impossible to define any person with just one word. But, for many trans people, that’s their reality. Too often, they are defined only by their transness, and not by the countless other qualities that make up who they are. Advocacy organisation Egale wants to change that.

Research shows that when people learn more about trans individuals and see them as human beings, then they’re less likely to support anti-trans legislation. So, Egale has launched ‘See the person’ a campaign that challenges audience to rethink how they see trans people.

The campaign kicked off with newspaper ads designed to be read in two different ways, forcing readers to think about anti-trans prejudice. The ads feature Lucas, a major label recording artist; Jessica, a former professional hockey player; and Jazmine, a model and performer. 

In video, we dive deeper into Lucas’, Jessica’s, and Jazmine’s incredible accomplishments. The fact that they’re trans isn’t revealed until the final moments, along with a powerful reminder to “See the person. Not the label.”

On social, Egale is inviting trans people to share their own stories using #SeeThePerson.

Created by agency VML, Egale’s latest campaign is running in newspaper, social, OLV, and on TV. The campaign is running through the summer.