Client: Gay Times
Date: Nov 2021
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Media brand Gay Times and creative agency Grey London have joined forces to create a hard-hitting campaign to show their support for the transgender community.

‘Incomplete Without The T’ is a direct response to increased transphobia and hate around the globe, and aims to showcase that if you erase the letter T from any word it won’t make sense – just like removing the T in LGBT+.

As the video plays, an incoherent robotic voice begins reading out various sentences that are all missing the letter T, making them predictably nonsensical and highlighting that when you erase a letter from any word, in any language, you remove both the comprehension and the unity behind it.

The campaign was launched during Transgender Awareness Week earlier this month to a live audience of celebrities and LGBT+ allies including Ellie Goulding, Jade Thirlwall, Will Young and Rina Sawayama.