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The 60 second TV ad depicts the challenges of ‘James’ who is transitioning and does not identify with his birth-name ‘Jemma’. Throughout the piece, James is called ‘Jemma’ by others during everyday occurrences until the ad culminates with him trying out his chosen name for the first time at a Starbucks store. He responds as ‘James’ when the barista asks his name which is then written on a Starbucks cup, and called out when James’s coffee is ready.
In addition to the TV ad, we also gave a platform to real trans people so they could tell the stories behind their chosen names in a series of ‘Moving Portraits’ that played out on TV, online, OOH and instore.