According to many people around the world, LGBTQ+ members are doomed to die pretty soon. Why? Because society doesn’t accept them as they are, despite WHO saying that reclassifying genders “will reduce stigma so that it may help better social acceptance for these individuals.” Although homophobia is a problem that all countries are currently facing, in Brazil, the issue is even worse.
According to Y&R Brazil (a part of VMLY&R Group), the life expectancy of transgender people in Brazil is the young age of 35. This phenomenon occurs because violence and discrimination have been on the rise since the election of president Jair Bolsonaro. To fight the issue, the Sao-Paolo-based agency, alongside news portal Athosgls, launched a remarkable short-film titled “Thirty-Five”, in which the partners highlight problems transgender have to face in this country.
The four-minute-long video focuses on the relationship between real-life trans couple Guto and Onika, who are spotted doing what couples normally do: They pamper each other, take care of each other, and celebrate their love. But sadly, this idyll might end pretty soon, as we can see Onika’s life being put to danger during her very own birthday.
What’s even more amazing that not only the video features trans people but also the creatives behind it are part of this wonderful community. Screenwriter Luh Maza and creative researcher Uni Corrêa, who meticulously worked with Maza to develop the short movie’s plot, are here to support the LGBTQ+ members. The film was brought to life thanks to the imagination of specialists at production company Fauna, whilst the story unfolds through the lyrics of Brazilian vocalist Liniker (a black trans woman), who sings a cover of Alphaville, ‘Forever Young.’
“More than making a short film, we [wanted to] defend the representativeness and inclusion of trans professionals in the film industry,” explained Fauna’s director in a press release.
“This was the first time I was not the only trans [person] in a team,” said Corrêa about the emotions that spun around the campaign. “We all have stories to tell, and nowadays we have a small share of representation, especially in campaigns for fashion brands. But it has always been with a touch of glamour. We don’t want only that. We want to feel really represented.”
Guto and Onika’s story fortunately ends with a happy ending. At least, Guto accepts Onkia as she is. But poor teenagers across the US, who decide to come out, are thrown out into the streets just because they have the guts to tell their families and the world who they really are. According to Saatchi Wellness, which partnered with Calvary-St. George’s Parish to bring awareness to the rising tide of homelessness amongst LGBTQ Teens, a staggering 40% of teens who come out to their families are thrown onto the streets.
This terrible statistic inspired the agency to create the “Thrown Out Flag,” a campaign that brings the traditional LGBTQ+ symbol into the forefront to raise awareness about the suffering the LGBTQ youth have to endure. The initiative is accompanied by a series of stunning photos, which were placed prominently in OOH across the US, in addition to a large billboard in New York’s Times Square.
Agency: Y&R Brazil
Client: Calvary-St. George’s Parish
Agency: Saatchi Wellness