While the gay rights movement has clearly made major strides in the United States over the past several years, the transsexual community hasn’t received as much attention from the press.
For that reason, the new campaign marking a collaboration between FCB Toronto and advocacy group PFLAG (Parents, Families and Friends of Lesbians and Gays) Canada is significant. As FCB Toronto CCO Robin Heisey writes in the release:
“Transgender issues are often overlooked in today’s society and sometimes not fully recognized within the LGBT community.”
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The campaign is both thorough and challenging. Here’s the first TV spot:
A second spot and other elements after the jump.
As noted above, the campaign hardly stops with these clips. The site itself features a series of personal stories told by transgender individuals and recorded in the same intimate, close-up style:
While most of these vignettes are two or more years old, the new ads will raise awareness of the larger effort via “donated media” leading up to the International Day Against Homophobia and Transphobia (May 17). They will continue to run, along with a radio version of the “me inside” spots above, until the June 20-29 World Pride Toronto event.
The print aspect of the campaign so far includes these two images, running independently under the tagline “Not All Prisons Have Bars. Support Trans Awareness.” (No word on where they have appeared.)
The campaign is the latest product of the relationship between PFLAG and FCB, which began in 2011 with the development of “a mobile platform that could enable the sharing of LGBT stories.”
The target audience is both very specific and underserved; this is the first proper mention of the transgender community that we have witnessed in a major ad project.
Credits:
“The Woman Inside” TV
Creative Director: Robin Heisey/Jeff Hilts
Art Director: Jeff Hilts
Writer: Robin Heisey/Krystle Mullin
Account Director: Cynthia Roach
Agency Producer: Laurie Maxwell/Joan Digba
Production Company: Steam Films
Executive Producer: Krista Marshall
Line Producer: Paul Matthews
Director: Stuart McIntyre
DOP: Barry Parrell
Editing House: Saints
Editor: Ross Birchall
Transfer: Alter Ego
Music House: RMW Music Toronto
Track Director: Ted Rosnick
“The Man Inside” TV
Creative Director: Robin Heisey/Jeff Hilts
Art Director: Jeff Hilts
Writer: Robin Heisey/Krystle Mullin
Account Director: Cynthia Roach
Agency Producer: Laurie Maxwell/Joan Digba
Production Company: Industry Films
Executive Producer: David Cranor
Line Producer: Mark Hesselink
Director: Eric Yealland
DOP: Eric Yealland
Editing House: Radar Post
Editor: John Collucci
Transfer: Alter Ego
Colourtist: Conor Fisher
Music House: RMW Music Toronto
Track Director: Ted Rosnick
Sound Design: Kyle Gudmundson
Engineer: Art Mullin
“The Me Inside” Radio
Creative Director: Robin Heisey/Jeff Hilts
Writer: Krystle Mullin/Robin Heisey
Account Director: Cynthia Roach
Agency Producer: Joan Digba
Production Company: RMW Music Toronto
Track Director: Ted Rosnick
Engineer: Art Mullin
“Female Mask” Print
Creative Director: Robin Heisey/Jeff Hilts
Art Director: Jeff Hilts
Writer: Robin Heisey/Krystle Mullin
Account Director: Cynthia Roach
Agency Producer: Victor Carvalho
Studio Instil Imaging
Photographer: Philip Rostron
“Male Mask” Print
Creative Director: Robin Heisey/Jeff Hilts
Art Director: Jeff Hilts
Writer: Robin Heisey/Krystle Mullin
Account Director: Cynthia Roach
Agency Producer: Victor Carvalho
Studio Instil Imaging
Photographer: Philip Rostron