Short Film Chronicles the Quinceañera Dream of
One Woman
NEW
YORK, March 31, 2022 /PRNewswire/ -- Marking
International Transgender Day of Visibility, Pantene today released
a documentary-style short film chronicling the Quinceañera of a
transgender woman, Isa, denied one as a teenager. Longtime agency
Grey New York created the campaign.
Against great odds (see stats), from job discrimination to
systemic violence, transgender women have made significant progress
in Latin America, holding elective
office and as business leaders.
People begin understanding their gender identity as early as
three years old. But many transgender people don't know or share
this about their gender until later in life due to safety and
issues of cultural acceptance.
"It doesn't matter when or at what age someone knows who they
are, whether at 15 or 44. Whenever they feel comfortable being
themselves and sharing that truth is a moment to celebrate," said
Martina Brubacher, Director of
Communications for Pantene for Latin
America, "As a brand, we know the power of hair and how it
can be a statement for expressing one's true self, so it's
important for us to feature stories like Isa's, a transgender woman
who celebrates her journey."
The Quinceañera is a dream come true for many Latina girls
as they turn fifteen. But this rite of passage to womanhood,
celebrated by family and community, has often excluded transgender
women from this cultural milestone.
Pantene has partnered with Isa, a transgender woman in her
forties, to give her the Quinceañera she never had. The film tells
her poignant story and follows her preparations leading up to and
including the day with her friends and family. (Link to
the film)
"For all the times I had to hide my identity and deny my
existence - today I say, I am here. I am Isa," said
Isa
The integrated digitally-led campaign includes online video,
social media, influencers, and public relations. The brand once
again worked with GLAAD, which accelerates the acceptance and
inclusion of LGBTQIA+ people by sharing stories and accessing all
forms of media to uplift members of the community.
"The team chose to launch this film on International Day of
Trans Visibility – to inspire every young transgender person.
Anything is possible; happiness and acceptance is something
everyone deserves," said Javier
Bonilla, Executive Creative Director at Grey.
Please see statistics on the challenges transgender people
face:
- Since Statista started collecting data, 2021 is the year with
the highest number of deaths of transgender and gender-diverse
people, with 375 murders recorded between October 1, 2020, and September 30, 2021. Most of the murders took
place in Brazil (125),
Mexico (65), Honduras (53), and the United States (53).
- According to the data reported by Sin Violencia LGBTI, between
the years 2014 and 2020, 1403 people from the LGBTI community were
murdered for reasons related to prejudice against their sexual
orientation or gender identity.
- 94% of the transgender population In Brazil reports suffering some form of violence
motivated by discrimination due to their gender identity
- 175 transgender people were murdered in Brazil in 2020, 41% more than in 2019 (the
country leads the ranking of murders of trans people in the
world)
Source
1. Roa, M. M. (2021, November 18).
Infografía: Los países con más asesinatos de personas trans.
Statista Infografías. Retrieved March 30,
2022, from
https://es.statista.com/grafico/23552/personas-trans-y-genero-diversas-asesinadas-yhttps://es.statista.com/grafico/23552/personas-trans-y-genero-diversas-asesinadas-y-paises-con-mas-victimas/paises-con-mas-victimas/
2.3.4 Sin Violencia LGBTI. "Des-Cifrando La Violencia En Tiempos
De Cuarentena." Sin Violencia LGBT, June 2021,
https://sinviolencia.lgbt/des-cifrando-la-violencia-entiempos-de-cuarentena/.
About P&G
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®,
SK-II®, Tide®, Vicks®, and Whisper®. The P&G community
includes operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and information
about P&G and its brands. For other P&G news, visit us at
www.pg.com/news.
About Grey
Grey, the global communications network, is part of AKQA Group.
Its parent company is WPP (NYSE: WPP). Under the banner of "Grey
Famously Effective" the agency serves a blue-chip roster of many of
the world's best-known companies: Procter & Gamble, Google,
Volvo, Amazon, GlaxoSmithKline, Kellogg's, Netflix, the NBA,
Pfizer, YouTube, Canon, Nestlé and Applebee's. In recent
years, Grey has been named ADWEEK'S "Global Agency of the
Year" twice; ADVERTISING AGE's "Agency of the Year" and CAMPAIGN
magazine's "Global Network of the Year" in recognition of its
creative and business performance (www.grey.com).
Contact: Owen
Dougherty
Owen.dougherty@grey.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/pantene-celebrates-transgender-visibility-in-latin-america-301515453.html
SOURCE Grey