The Voice of Change
The Voice of Change is an innovative radio spot recorded over several months, following a transgender person’s journey from female to male. By using audio as our primary medium, we gave a voice to a marginalized group who is rarely heard, at the same time demonstrated a brave journey that bridged time, geographical distances and gender barriers.
Behind the glitter and festivity that characterises a Pride Festival lies a dark history, forgotten by many. EuroPride 2018 wanted to remind people of how much there’s left to do, how far there’s left to go and what it is that they’re actually fighting for – the human right to be who you are. The right to be who you are is not a right given to everyone. Certainly not transgender people. In over 60 countries in the world, correcting your gender identity is illegal. Which makes being who you are a crime.
The Solution
To raise awareness about transgender rights and invite people to take part in EuroPride 2018 – a festival and forum for LGBTIQ issues – we created The Voice of Change. An innovative radio ad recorded over several months, following a transgender person’s journey from female to male. Just by the sound of his voice.
The Result
The campaign was an instant success in Sweden and it generated European and global attention. LGBTIQ influencers and Pride organizations shared «The Voice of Change» on Twitter and other social media, amplifying our message and inviting more people to come to EuroPride 2018 Stockholm Gothenburg. We had raised our voice in support of transgender rights and helped put EuroPride 2018 on people’s agenda.