Love You, My Girl: TBWA\Paris & Inter-LGBT

It is not an insight that has determined the creation, but a number: “85% of trans people will be attacked during their lifetime”.

 

Founded more than 20 years ago to promote human rights and fundamental freedoms, Inter-LGBT works every day to combat discrimination based on personal preference, sexual orientation and gender identity. The work of this association, which aims to cover all of the needs of the LGBT community, has three main objectives: to provide help to members of the community, to advocate for institutional advances (via proposals or amendments to legislation), and to challenge civil society.
This year, Inter-LGBT has decided to mainly focus its discussion on the young transgender community. Just like the adult trans community, they are still discriminated against and persecuted. This is one of the communities that suffers from the most verbal and physical abuse, including fatalities.
In fact, 85% of trans people will suffer abuse throughout their lives.
To raise an awareness of this in society, the association - in collaboration with the agency TBWA\Paris – Dan Paris and Wanda Paris - decided to create a means of communication built around the film “Je t’aime ma fille” (“Love you, my girl”) and the website SupportTransPeople.com, to both call attention to this subject and to support the community.
The film “Love you, my girl” produced by Wanda Paris and with post-production carried out by TBWA\Else, uses emotion as a tool to capture the general public’s attention and inform them about the subject.
 
The website supporttranspeople.com, whose design and navigation were designed to offer a smooth and thought-provoking browsing experience, provides a great amount of key information on how to be more understanding and kind.
All parents and relatives of trans children or teenagers, or even simply someone is close to one, can discover how to support and help them thanks to testimonials that can be read and listened to by those who visit the site, the key statistics presented in a dynamic way, the advice, addresses of partner associations - but also a reminder of the fundamental rights of trans people.
Inter-LGBT also calls for political leaders and relatives to help change the mentalities and legislation that do not protect trans people (including young trans people) from recurring daily discrimination. It also calls for better access to gender reassignment surgery, for those who are interested in it, based on their individual wishes.
 #SupportTransPeople

Swan Richard
Copywriter TBWA\Paris
 

 

Tell us about your role in the creation of this work.

Our role was to find a creative and emotional response on the first ad about trans people in France. So we wrote a long film, raw, without any music, to enter the life of this teen trans, this family.

 

Give us an overview of the campaign, what is it about

First, we imagined a film to raise public awareness of the situation of trans people in France. Then, we created a website to help and inform trans people and their loved ones.

 

Tell us about the details creative brief, what did it ask?

Two aspects were very important: Present trans people differently than through the clichés that the public has. Make it clear that trans community is the victim of a strong rejection from the society and make understand that the support from loved ones is essential.

 

Which insight led to the creation of this piece of work?

It is not an insight that has determined the creation, but a number: “85% of trans people will be attacked during their lifetime”. We decided to create a shock movie around this statistic.

 

Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?  

We wrote several scripts but this one triggered a lot of emotions within the agency or with the inter-LGBT. The members of the association recognized themselves in the truth of the script, especially through the importance of family support.

 

What was the greatest challenge that you and your team faced during development.

The biggest challenge was to find a young actor that accepts that his image is used to defend this very sensitive cause in France. The other challenge was to transcribe the emotion through each shot. The film had to be credible, true, to work until the end.

 

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

This experience allowed us to discover the terrible reality of trans people. If we can change the perception of the public and inform people, that will be our greatest satisfaction.

 

Where do you see this campaign going in the future?
We wish this campaign will help trans people and their family find answers to their questions. And that the film will change people’s perceptions of trans people. And why not expect a real awareness of the authorities on this subject.