The Royal Spanish Academy says that a transsexual person is one who feels the opposite sex, and adopts their outfits and behaviors. Additionally, through hormonal treatment and surgical intervention, you can acquire the sexual characteristics of the opposite sex.
These people today and in the society we have had to live in - I'm only talking about moderately civilized societies like ours - do not have it easy at all. Discrimination towards them is constantly present. From the daily bullying of children in school against their own classmates to the recognition of their real identity as an adult, going through hundreds of other conflicts due to a reality that some do not want to see.
Support for the transsexual group is essential at an early age, as it is closely linked to their better quality of life and social integration. The world of advertising and associated brands are beginning to become aware of the problem and, together with public institutions, are beginning to make this type of situation visible to try to give it the required normality.
The first advertisement that reaches this point is that of the well-known American coffee shop chain Starbucks . An emotional story where the protagonist feels free to use his real name without any modesty.
Starbucks coffee shops . "Each name has a story." Iris Agency, UK
"The You Inside Project" is an initiative of the Canadian NGO Gender Creative Kids that aims to educate children on gender issues. For this he has developed a toy, called Sam, that struggles to combat transphobia and teach the little ones what it means to grow trans. The emotions many children feel when questioning their gender identity are displayed, thereby improving understanding and empathy. It is an emotional creativity with a fantastic version of Listen to your heart ("Listen to your heart") by the Swedish Roxette.
NGO Gender Creative Kids . "It's hard for a transgender child to make people see their inner selves. But we can help by making it easier. Introducing Sam, the first transgender educational toy." LG2 Agency, Canada.
The online employment portal ZonaJobs plays with ambiguity and comes to penalize some "socially forgivable" behavior and make the individual natural regardless of their gender.
ZonaJobs online job portal . "What do we look at when we look for talent?" FCB & FiRe Agency, Argentina.
Can you imagine that you enter a cafeteria and to serve you the decaf they ask you if you are a man or a woman? Well that's what happens on the net. Even to buy you a fountain pen they ask you your sex when it comes to paying. Well, Gender Free Internet has launched a campaign to remove these boxes from online forms . It's in English, but I think the words "woman" and "men" are perfectly understood.
Gender Free Internet . "If it's a rare question in real life, it's rare on the internet. Welcome to the Internet with no gender boxes." Uncle Gray Agency, Sweden.
Even the smallest detail of everyday life becomes really complicated. For example, going to a public service. Well, the Human Rights Commission of the New York City Council has already positioned itself and very sensibly announces it with hype and saucer throughout the city
New York City Hall . "Look beyond pink and blue. Use the bathroom according to who you are." Unknown agency.
Cliniderma, a Colombian dermatology clinic, specialized in laser hair removal, decided to support all transgender women to dare to abandon the masculine appearance, and start their new life as the woman they have been inside for years. Courageous decision, which gives visibility to this community, its victims, and the victims of violence in a country that still lacks sensitivity to these problems.
Cliniderma dermatological clinic . "Boys will be girls. We support transgender women in the Pride celebration." JWT Agency, Colombia.
But not all over the world the barriers are being broken. In Brazil, and even more after Bolsonaro came to power, transphobia still produces terrifying data. To denounce it, the LGBT portal Athos has created this small movie that not only has real transsexual personalities starring it, but also the majority of people who are behind the camera. Even the Forever young version of Alphaville has been played by Liniker, a renowned anti-Bolsonaro activist.
Athos news portal . "In Brazil, the life expectancy of a trans person is 35 years. Guto and Onika are a real couple. They share a house and many plans for the future." VMLY & R Agency (Formerly Y&R), Brazil
Normalization is coming, yes, but too slowly.