This film shows a father mistreating his transgender teen. He forces the teen to stay locked in a dark cupboard and run in front of his car. Its cruelty will make a mixture of anger (towards the father), compassion (towards the teen) and activism spurt up your spinal cord.
And then you will find out that the father is trying to help his child to cope with everyday life at school. You won’t see that coming. You won’t forget what it makes you feel. This film by TBWA\Paris, Dan Paris and Wanda Paris director, Guilhem Machenaud, is emotive storytelling at its best.
The campaign is for Inter-LGBT, which was founded more than twenty years ago works to combat discrimination based on personal preference, sexual orientation and gender identity. This year, Inter-LGBT has decided to focus 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. 85% of trans people will suffer abuse throughout their lives.(1)
Supporting the film, Je t’aime ma fille (Love you, my girl) is the website, SupportTransPeople.com, which informs and supports the trans community. It allows parents, relatives and friends of trans children or teenagers, to discover how to support and help with its testimonials, key statistics, advice, addresses of partner associations and reminders of the fundamental rights of trans people.
The campaign is running on national television channels in France, as well as social networks.
Inter-LGBT is also calling 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.
(1) IDAHO Report – July 2014 Arnaud ALESSANDRIN and Karine ESPINEIRA, in partnership with ‘République et diversité’ and commissioned by Paris City Hall.
Executive Creative Directors: Faustin Claverie & Benjamin Marchal
Art Director: François Claux
Copywriter: Swann Richard
Account management: Charlotte Mascart
Head of TV: Maxime Boiron
TV Producer: Mathilde Nanot Lachkar
Production Company: Wanda Paris
Director: Guilhem Machenaud
Producer: Olivier Dubocage
Head Of Photography: Arnaud Schulz
Production Manager: Benjamin Zorrilla
Post-Producer: Elise Gamboa
Editor: Stéphanie Pelissier
Sound Production: TBWA\Else
Head of Music & Sound: Olivier Lefebvre
Music & Sound Producer: Fanny Mithois
Sound Engineer: Eliot Just & Vendôme Uhl
Website: Dan Paris
Project Lead: Justine Chevalier-Voguet
Head of Production: Guilhem Vacher
UX: Ombeline Reininger & Yann Lupion
DA: Emmanuel Cloarec
Project Manager: Glenn Pezier
Developers: Tristan Le Moigne, Thomas Ogier, Sidney Bourgalle, Marion Ott & Maurice Nguyen
Advertising management: Aurore Foursy, Clémence Zamora Cruz, Elisa Koubi, Luka Mongelli & Virginie Combe