People rarely think about the courage transgender people need to muster as they transition. That acknowledgement subtly enriches the tragedy of Bensimon Byrne’s PSA for White Ribbon. The campaign, Short Life Stories, follows the life of a transgender woman from her transition onward. There are moments of joy, moments of rejection, moments of self-reflection and ultimately the moment in which a life is cut short by transphobia and gender-based violence.
Even the hardest heart has to be tugged by Bensimon Byrne’s film:
The film is a call-to-action in response to the rising hate, discrimination and violence against the transgender communities.
“In the past year, the 2SLGBTQI+ community has endured rising hate crimes, threats, and discrimination, particularly targeting transgender individuals,” stated Humberto Carolo, White Ribbon Chief executive officer. “As a dedicated ally, White Ribbon has developed Short Life Stories to honour the transgender communities and highlight the profound reality that the journey towards their authentic selves can be a long and emotional process. Tragically, far too often, these individuals have their lives cut short by gender-based violence, hate and discrimination.”
A 2023 study commissioned by White Ribbon and Angus Reid explores the current Canadian sentiment on how transgender individuals are treated in society. Nearly three quarters (73%) of Canadians believe transgender people face more violence and discrimination compared to cisgender people – this number jumps to 81% for Canadians who know someone who is transgender. Canadians with a transgender loved one feel Canadians don’t understand the struggles and barriers transgender people face (80%) and believe the hatred and ignorance that transgender people face in Canadian society is horrible (79%).
“In the face of increasing protests against the transgender communities, there has been a strong and passionate counter-protest from the 2SLGBTQI+ community and their allies, advocating for the fundamental human right to express one’s true identity,” commented Helen Kennedy, executive director, 2SLGBTQI+ advocacy organisation, Egale Canada.“In these challenging times, we deeply appreciate the support of ally organizations like White Ribbon, who bring initiatives like this to the forefront in the hopes of creating a world without homophobia, biphobia, transphobia and all other forms of oppression so that every person can achieve their full potential, free from violence, hatred and bias.”
The spot launches during Transgender Awareness Week (November 13 – 19), leading into support for both Transgender Day of Remembrance (November 20) and 16 Days of Activism Against Gender-Based Violence (November 25 – December 10).
“Part of what drew me to this PSA is that although we often hear narratives of violence against trans individuals, White Ribbon works directly with men to learn healthy behaviours and embrace allyship, leading to actionable change,” cmmented Kiara-Kumail, lead actor in the PSA. “What I hope viewers will get out of this is a sense of celebration for trans people, for the whole, rich, multifaceted and vibrant community that it is. I imagine a world where we are not mourning the deaths of trans people, but celebrating their lives while they dance through the streets with all their unbridled and unapologetic joy.”
The campaign is supported by PR by Bensimon Byrne’s sister agency, Narrative. both have worked with White Ribbon for five years.
“With this film, we tried to show the joy that is possible within the transgender community,” commented Joseph Bonnici, chief creative officer for Bensimon Byrne’s parent company, Tadiem. “The joy that can come from acceptance. The joy that can come from allyship. But often this acceptance is cruelly taken away and their basic human rights denied. The transgender community needs as much empathy and support as possible right now and that’s what we hope to create with this film.”
Credits:
Client: White Ribbon
Executive Director: Humberto Carolo
Senior Program Manager: Louise Moyer
Director of Marketing and Communications: David Garzon
Agencies: Bensimon Byrne & Narrative
Chief Creative Officer: Joseph Bonnici
Executive Creative Director: Debbie Chan
Creative Director: David Mueller
Associate Creative Director: Ana Segurajauregui Sanchez
Art Director: Nina Hang
Writers: Ana Segurajauregui Sanchez, Nina Hang & David Mueller
Producer: Katie Link
Business Lead: Pat Martini
Program Director: Oliver Glover
Account Director: Cole Douglas
Senior Account Manager: Olutunu Oyelola
Account Managers: Kayla Metcalfe, Rachel Romu, Samantha Sartor & Sreeja Sasidharan
Media Planner: Karin Julman
Digital Media Planner: Athena Bantis
Associate Director of Social Content: Rebecca Milner
Production Company: Westside Studio
Director: Angela Bird
Executive Producer: Amanda Morrison
Producer: Michelle Woodward
Director of Photography: Daniel Grant
Editorial: School Editing
Editor: Izzy Ehrlich
Assistant: Zhenya Dolzikov
Post Production Producer: Yumi Suyama
Transfer: AlterEgo
Colourist: Eric Whipp
Producer: Spencer Butt
Post Production: Fort York
Online Artist: Melissa Vasiliev
Online Producer: Valerie Moss
Sound Design & Music Licensing: Oso Audio
Track ID: Praise You (Cover)– Hannah Grace
Creative Directors: Daenen Bramberger, Harry Knazan
Producer: Lauren Dobbie, Jane Heath
