Striking PSA shows the joy, and tragedy, of a trans woman’s life after transitioning

Canadian agencies Bensimon Byrne and Narrative unveil their new campaign for White Ribbon

Published On
Nov 13, 2023
A trans woman in a red dress at a club being presented with a birthday cake

Editor's Pick

As Transgender Awareness Week begins today, Canadian agencies Bensimon Byrne and Narrative have unveiled a powerful short film for advocacy group White Ribbon that shows both the joys and struggles of a transgender woman from the moment she begins to live her authentic life.

White Ribbon is a movement of men and boys working to end gender-based violence. And of course, those is the trans community are often the target of such violence. In a 2023 study commissioned by White Ribbon and Angus Reid, nearly three quarters (73 percent) of Canadians believe transgender people face more violence and discrimination compared to cisgender people—a number that jumps to 81 percent for Canadians who know someone who is transgender.

 

“With this film, we tried to show the joy that is possible within the transgender community,” said Joseph Bonnici, CCO for Bensimon Byrne’s parent company, Tadiem. “The joy that can come from acceptance. The joy that can come from allyship. But often this acceptance is cruelly taken away and their basic human rights denied. The transgender community needs as much empathy and support as possible right now, and that’s what we hope to create with this film.” 

The campaign is called “Short Life Stories,” and the goal is actionable change—to facilitate dialogue that diminishes transphobia, promotes healthy masculinities and allyship, and reduces violence.

“What I hope viewers will get out of this is a sense of celebration for trans people, for the whole, rich, multifaceted and vibrant community that it is,” said Kiara-Kumail, lead actor in the PSA. “I imagine a world where we are not mourning the deaths of trans people, but celebrating their lives while they dance through the streets with all their unbridled and unapologetic joy.”

Credits

Date
Nov 13, 2023
Client :
White Ribbon Canada
Agency :
Bensimon Byrne
Agency :
NARRATIVE
Executive Director :
Humberto Carolo
Senior Program Manager :
Louise Moyer
Director of Marketing & Communications :
David Garzon
Chief Creative Officer :
Joseph Bonnici
Executive Creative Director :
Debbie Chan
Creative Director :
David Mueller
Associate Creative Director :
Ana Segurajauregui Sanchez
Art Director :
Nina Hand
Writer :
Ana Segurajauregui Sanchez
Writer :
Nina Hang
Writer :
David Mueller
Producer :
Katie Link
Business Lead :
Pat Martini
Program Director :
Oliver Glover
Account Director :
Cole Douglas
Senior Account Manager :
Olutunu Oyelola
Account Manager :
Kayla Metcalfe
Account Manager :
Rachel Romu
Account Manager :
Samantha Sartor
Account Manager :
Sreeja Sasidharan
Media Planner :
Karin Julman
Digital Media Planner :
Athena Bantis
Associate Director of Social Content :
Rebecca Milner
Production Company :
Westside Studios
Director :
Angela Bird
Executive Producer :
Amanda Morrison
Producer :
Michelle Woodward
Director of Photography :
Daniel Grant
Editorial :
School Editing
Editor :
Izzy Ehrlich
Assistant :
Zhenya Dolzikov
Post Production Producer :
Yumi Suyama
Transfer :
AlterEgo
Colorist :
Eric Whipp
Producer :
Spencer Butt
Post Production :
Fort York
Online Artist :
Melissa Vasiliev
Online Producer :
Valerie Moss
Sound Design :
OSO Audio
Music Licensing :
OSO Audio
Artist :
Hannah Grace
Creative Director :
Daenen Bramberger
Creative Director :
Harry Knazan
Producer :
Lauren Dobbie
Producer :
Jane Heath

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