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Unbox Me” is a creative exploration of the theme of secrecy and hiding, and the campaign aims to spotlight the struggles of transgender children, like their being closeted and their discomfort with their assigned gender, many as early as the age of two. Swati Bhattacharya, FCB India’s Creative Chairperson, who conceptualized this campaign, said, “In India, children usually have a box which they use to store their most precious possessions. In the case of trans children, however, they need to hide their box of treasures, since some of their most precious possessions don’t fit the gender norm that society expects them to conform to.