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Creative

Euphoria.LGBT's Beautifully Stitched Pronouns Support Transgender Awareness Week

FRED&FARID LA unveils the new campaign inspired by the Pronouns for Transgender Awareness Week

Euphoria.LGBT's Beautifully Stitched Pronouns Support Transgender Awareness Week

Euphoria.LGBT, Inc. is launching a new tagline, ‘Become who you are,’ intending to synthesise the message from the transgender community to the world. The quest of the transgender community to recognise, accept, and embrace their true identity is an inspiration for each of us to dare to become who we are. This message is intrinsic to the transgender community but touches a much wider audience, from LGBTQIA+ people to all others who walk this earth. Because of miseducation and external pressure, many are scared to express who they truly are and spend their life misaligned with their soul. ‘Become who you are’ is an invitation for everyone to live with honesty, acceptance, and courage.

To endorse this inclusive brand message, Euphoria’s first campaign is inspired by the Pronouns. It features first names from different cultures. Inside each of these names is highlighted one Pronoun. Sometimes the pronoun appears to be aligned with the original gender of the name and sometimes misaligned with it. The campaign is an invitation to respect the transgender community and everyone’s unique ownership of identity. Gender transition often starts with a pronoun and is thought of as the opening words to a story of self-acceptance and becoming oneself.

Euphoria.LGBT is a tech ecosystem for the transgender community to alleviate the great pains associated with gender transition. Euphoria’s platform includes Solace, Bliss, Catharsis, Windfall, Clarity, and Devotion. Each app offers a pragmatic solution to a specific facet of the odyssey that is transition and provides critical support and nurtures the trans souls in their courageous journey.

The transgender community is estimated to be between two and six million souls across the United States, with the global population estimated to be close to 160 million. This community is often misunderstood and stigmatised because of a lack of education in our society.

Robbi Katherine, Euphoria.LGBT founder: “Pronouns are foundational elements of communication for every human being. For the transgender community, pronouns offer an acknowledgment of one’s truest self. These words are often the first and perhaps the most enduring reflection of the transgender soul. Pronouns are more than just words; they are portraits.”

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Title of ad: True Self

Client: Euphoria.lgbt

Euphoria.lgbt Founder: Robbi Katherine Anthony

Agency: FRED & FARID Los Angeles

Chief Creative Officers: Fred & Farid

Copywriter: Radouane Guissi

Art Director: Radouane Guissi

Agency Supervisor: Jules Chaffiotte

Agency Producer: Veronica Reo

Photographer: Michael Tyrone Delaney

Category: Corporate, Social and PSAs , LGBTQ+