for UNAIDS
for UNAIDS

UNAIDS and FCB Empower Trans Children with “Unbox Me”

05 April 2022

Companies

Ahead of International Transgender Day of Visibility on March 31, UNAIDS launched “Unbox Me,” a heartwarming campaign to raise awareness for the rights of transgender children and empower them to embrace their true selves.

Created in partnership with FCB India and FCB Chicago, the film features stories from transgender individuals as they share their experiences and reveal the keepsake boxes they curated as kids. While representing an effort to symbolically unbox their secrets, the campaign speaks to larger issues of transphobia in India, where more than 90% of transgender people leave their homes by the age of 15.

“In India, children usually have a box which they use to store their most precious possessions. In the case of trans children, however, they need to hide their box of treasures, since some of their most precious possessions don’t fit the gender norm that society expects them to conform to,” notes FCB India’s Creative Chairperson Swati Bhattacharya who conceptualized the campaign.

At the center of “Unbox Me,” themes of acceptance, inclusion, and visibility are championed, with the campaign extending empathy and dialogue for transgender children everywhere. Since its launch, the campaign has received profound support from viewers, including Indian film director Zoya Akhtar and television anchor Barkha Dutt.

Read more in The Drum

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