Trans Stories are Everyone's Stories: New PSA Campaign from HRC Foundation Aims to Increase Acceptance of Transgender Youth

In "Daniel Really Suits You," part of a new six-figure ad campaign, cameras follow Daniel as he faces important rites of passage - like learning how to shave or parallel park the family car - showing how trans stories are everyone's stories

Data shows that when people unfamiliar with transgender youth learn more about their lives, positive feelings increase

Watch the full video here, as well as the 15s and 30s versions.

WASHINGTON Trans and nonbinary teens face the same rites of passage into adulthood as everyone else does, and live far more relatable lives than anti-LGBTQ+ bullies would have you believe. That's the key message of "Daniel Really Suits You," the centerpiece of a new six-figure ad campaign from the Human Rights Campaign Foundation that begins today in key media markets across the country. "Daniel Really Suits You" was produced in partnership with BRINK Media Group and Comic Relief US.

Daniel is a teen just like any other - except he is followed by a camera as he navigates young adulthood - facing a driving test where he has to parallel park the family car after practicing with his mom, and then learning how to shave with his dad before his driver's license photo gets taken. Daniel shows through these experiences that trans stories are everyone's stories. Watch the full video here, as well as the 15s and 30s versions.

The campaign comes as trans youth are under attack across the country, and two months before an election where their rights and freedoms, from the classroom to the doctor's office, are on the line.

"Daniel's story is just like every other teen's story, and his life is just like all our lives,"said Kelley Robinson, president of the Human Rights Campaign Foundation. "His parents have all the same hopes and dreams and fears as I do for my child and you might for yours. That's why campaigns like this are so important-we know that when people learn more about the everyday lives of the trans community, acceptance, understanding, and compassion follow. Because trans stories are everyone's stories."

Message testing around "Daniel Really Suits You" continues to show that when people unfamiliar with transgender youth learn more about their lives, they walk away feeling more positively about LGBTQ+ people. When compared with a placebo video, testing showed a net +5 shift when asked about people's rights to express their gender openly, with significant shifts of +17 among Americans ages 55 and up, +14 among Latino/a/e people, and +30 among those who describe themselves as moderate. Those who saw the ad were also less likely to say the country has gone "too far" in accepting transgender people and more likely to say we have not gone far enough, with a +6 net shift.

"In a challenging and increasingly more divisive social and political environment where LGBTQ+ youth and their families are encountering unprecedented levels of discrimination, Comic Relief US is delighted to support Human Rights Campaign Foundation's incredible work to increase understanding of trans and non-binary youth in support of their safety, inclusion and well-being. With the premier of 'Daniel Really Suits You' marking the launch of their new PSA campaign, HRC Foundation aims to promote a stronger sense of belonging, self-acceptance, and resilience among trans youth, particularly in states where trans youth rights are under attack and storytelling may be the key to changing hearts and minds." - Ayo Roach, SVP of Grants at Comic Relief US

In 2023, the Human Rights Campaign Foundation (HRC) published its groundbreaking LGBTQ+ Youth Report, surveying the lives and experiences of young people in all 50 states and the District of Columbia. It showed a community facing tremendous challenges, but also with reason for hope:

• More than 80% of lesbian, gay, and bisexual youth were "out" to at least one member of their immediate family, but only a little over two thirds of transgender and non-binary youth were out.
• The report showed that when parents accept and affirm their child's identity, the positive mental health impacts are substantial - and the harm in its absence can be life-threatening. For example, in youth who reported their family never used their name or correct pronouns, about two-thirds reported experiencing depression, while that decreased to about half of those whose family was always affirming.
• Parents and family members may be on their own journey towards acceptance - and that's OK.

The Human Rights Campaign Foundation is the educational arm of the Human Rights Campaign (HRC), America's largest civil rights organization working to achieve equality for lesbian, gay, bisexual, transgender and queer (LGBTQ+) people. Through its programs, the HRC Foundation seeks to make transformational change in the everyday lives of LGBTQ+ people, shedding light on inequity and deepening the public's understanding of LGBTQ+ issues, with a clear focus on advancing transgender and racial justice. Its work has transformed the landscape for more than 15 million workers, 11 million students, 1 million clients in the adoption and foster care system and so much more. The HRC Foundation provides direct consultation and technical assistance to institutions and communities, driving the advancement of inclusive policies and practices; it builds the capacity of future leaders and allies through fellowship and training programs; and, with the firm belief that we are stronger working together, it forges partnerships with advocates in the U.S. and around the globe to increase our impact and shape the future of our work.

Comic Relief US is a nonprofit committed to breaking the cycle of intergenerational poverty. It harnesses the power of entertainment to drive positive social change. To date, the nonprofit has raised over $436 million by mobilizing donors of all ages to engage with causes through powerful content-driven campaigns and new digital platforms. Since 2015, Red Nose Day, Comic Relief US' signature campaign to end poverty, has raised over $370 million and positively impacted more than 35 million children and young people in the US and around the world. Donations are invested in grantee partners and social impact programs that ensure children are safe, healthy, educated, and empowered and that address the root causes of poverty in the most impacted communities. Comic Relief US, also known as Comic Relief, Inc., is a registered U.S. 501(c)(3) public charity. For more information about Comic Relief US and its impact, visit https://www.comicrelief.org. Follow @ComicReliefUS on LinkedIn, X, Instagram, and Facebook.

BRINK Media Group partners with brands and causes to earn attention, inspire action, and change beliefs through story-led media projects, including films, series, podcasts, and activations. The group's capabilities include brand strategy and creative services, film distribution, branded entertainment, and original media productions. Learn more about BRINK at: https://brink.com

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Daniel Really Suits You - Posted Sep 19, 2024