National Center for Lesbian Rights unveils touching PSA about trans youth & their families
Launching for Transgender Awareness Week and directed by non-binary filmmaker Zen Pace, the short sheds light on the struggles and triumphs of transgender youth and their families.
The National Center for Lesbian Rights (NCLR), a non-profit law firm focused on LGBTQ+ rights, has today released its first major marketing campaign, ‘Healthcare is Caring,’ an initiative for Transgender Awareness Week.
The new short film, directed by Emmy-nominated creator Zen Pace (they/them), chronicles the defining moments in the lives of transgender youth, among them coming out, familial conflicts and the eventual acceptance of their true selves.
“This film is special to me because not only does it touch my community, but it helps put forward a much more accurate story of these families that simply doesn’t exist out there,” said Pace. “It gives space to these parents; it’s a gift from their children.”
Observed from November 13 to November 19, Transgender Awareness Week is the week leading up to the Transgender Day of Remembrance, which honors victims of transphobic violence.
The campaign comes as anti-trans sentiment continues to gain traction across the United States. In 2023 alone, 85 out of the 586 anti-trans bills proposed have passed.
The NCLR has fought against anti-trans legislation and successfully contested state bans on medical care for transgender adolescents in Alabama, Florida and Kentucky.
On November 3, the firm filed a petition asking the US Supreme Court to review the Sixth Circuit’s decision in Doe v Commonwealth of Kentucky, reversing the victory in the Kentucky challenge. If the Supreme Court takes the case, it will be the first case involving transgender youth ever heard by the high court.
“The families in our campaign, like so many other families with transgender children, are proof that helping transgender youth get medically needed care can enable them to lead happy and successful lives,” commented NCLR’s legal director Shannon Minter. “Still, many legislators continue to push harmful policies that prevent these young people from getting the healthcare they need and deserve. We’re working to take action against these bills and show the politicians behind them that transgender youth and their families are not alone.”
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Another part of the campaign is HealthcareisCaring.org, which serves as an online hub where people can learn more about gender-affirming care, have a closer look at the families in the film and sign an open letter advocating for gender-affirming care in NCLR’s legal cases at the federal and local levels.
The campaign is informed by a study conducted by Edelman’s data and intelligence arm, DXI, earlier this year, which explores how misinformation about the trans community, specifically about gender-affirming care, spreads online.
The study found that a consistently small number of media players initiate and drive a disproportionately large online discourse surrounding the topic.
By telling the stories of real-life people, NCLR aims to battle this misinformation.
Edelman worked as lead creative partners on the campaign pro bono while enlisting the help of its Out Front task force, a group of 80+ members from the queer community, to develop the script. The film was brought to life by Windy Films production agency.
“This campaign is proof of two things: the magic that happens when you bring people of every discipline together to drive meaningful change, and that having access to trans healthcare isn’t just critical to helping youth survive, but to thrive as well,” said Jordan Atlas, chief creative officer at Edelman US.
’Healthcare is Caring’ is running via social and digital channels, with further support across all of NCLR’s social channels, paid and earned media and influencer outreach.
Scriptwriting task force: Out Front
Production company: Windy Films