A campaign kicking off in New York's Pride Week is encouraging barbershops and salons across the country to provide a welcoming and safe environment for transgender people.
Creative agency Terri & Sandy, in partnership with Barba, a men's grooming salon based in NYC's Chelsea, has launched "Strands for Trans" to highlight the discrimination that some transgender people face when trying to get a haircut.
The integrated campaign features both a call-to-action spot, seen here, a campaign video called Pink, White & Blue enouraging people to get pink, white and blue strands (the colors of the trans flag) in their hair, video testimonials, social content, print, posters and in-salon activations at Barba.
All campaign initiatives drive people to StransForTrans.com, an online hub where barbershop and salon owners can register their businesses, download a signature pink, white & blue barber pole sticker to place permanently in their windows, and also add their shops to an interactive map of transgender-friendly hair service locations across the country. Social is being driven through hashtag, #strandsfortrans. The campaign has already been endorsed by fashion industry personalities including Marc Jacobs, who got his hair dyed pink, white and blue at Barba this week.
"The recent press on this topic is saddening. Everyone, regardless of their gender identity, should be able to get a simple haircut without being insulted or ridiculed," said Terri Meyer, co-founder of Terri & Sandy, in a statement. "We created "Strands for Trans" to help stop the hate and institute real change in barbershops and salons across the country."