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By John Glenday, Reporter

April 1, 2019 | 2 min read

Brand Advance got behind the Transgender Day of Visibility on Sunday (31 March) by sparking a wider conversation on transgender issues using Amazon's "Alexa."

The #VoiceofTrans campaign will allow users to hear the voice of a transgender man by asking ‘Alexa, open the voice of trans’ on any device, to be regaled by their life story; from experiences at school to a time he attempted to take his own life, to his transition and relationships.

Led by Brand Advance and Global Butterflies the activation will run from 28 to 31 March the campaign raises awareness of 25 million transgender people around the world, highlighting how some societies ignore this demographic or worse, threaten transgender people with prison.

Emma Cusdin from Global Butterflies, said: “We are delighted to support this global campaign providing a platform to tell stories from across the gender identity and gender expression spectrums using the technology of Alexa. By hearing stories, by having conversations and by signing the petition we can start to improve the daily lives of trans people worldwide. We hope that people who interact with this campaign will understand that gender is not binary but a broad spectrum and that trans people use wonderful ways to describe their gender which should be celebrated.”

In the UK transgender rights also remain a live issue with 12% of trans employees reporting that they have been attacked by a colleague or customer over the past year, with 51% choosing to hide their identity for fear of retribution.

The vocal campaign seeks to encourage people to demonstrate their support for transgender rights by signing a petition calling for their inclusion in the UN’s human rights agenda.

A more traditional campaign spanning LGBTQ+ media as well as digital, social, radio and out of home will run in tandem across London.

Adobe Stock partnered with self-taught photographer Bex Day to mark last year's event.

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