PFLAG Canada breaks transgender awareness campaign
Ottawa-based charitable organization PFLAG Canada has begun a new advertising campaign intended to raise awareness of Canada's transgender community. The campaign, developed by FCB Toronto, consists of television, online video, print and radio advertising, as well as a website at <http://www.themeinside.ca>.
The two television commercials depict a trans-male and a trans-female describing their emotions. Longer versions of the ads will be distributed through social media sites. The print creative features the copy, "Not All Prisons Have Bars. Support Trans Awareness." The campaign will run through May and June to coincide with the International Day Against Homophobia and Transphobia on May 17 and World Pride Toronto from June 20 to 29.
"Transgender issues are often overlooked in today's society and sometimes not fully recognized within the LGBT community," said Robin Heisey, chief creative officer at FCB Toronto. "This advertising aims to bring long-needed attention to the struggles that the trans-community faces, and to help more people become aware that these are struggles about identity and the basic human right to be who you are."
PFLAG Canada is a national organization that works to provide educational and other resources to Canadians on issues of sexual orientation and gender identity.