Summary
The brief asked us to raise awareness of discriminatory behaviour that trans, non-binary and gender-fluid kids face, and we believe that this bullying takes its greatest form online. With our primary target being youth and students, we wanted to create a storyline that revolved around social media and how the voices of those who promote hate are easily amplified behind a screen.
Creative Insight
We wanted to make this storyline digestible for our youth audience, but also raise awareness on the reality of online harassment to teachers and parents who aren’t faced with it. Our idea that “transphobia extends past school walls” came to life through these visual representations of online bullying.
Execution & Solution
The campaign has the ability to highlight that if schools across Canada were more proactive in creating a safe environment and accepting of trans identities, many young transgender Canadians would have a safe place to return to everyday instead of the internet.
The piece has the ability to work as an online video on Facebook and YouTube and in short form through Instagram stories, filling the news feeds of Canada’s youth and targeting them at the source. In a larger campaign there is opportunities to partner with multiple openly Transgender influencers and creators who are willing to share their experiences with online bullying.