The simple act of calling a young trans individual by his/her chosen name can make all the difference during a tough period of transition.
This ad from Starbuck won the Channel 4 Diversity Award in 2019, for acknowledging the struggles trans people live through during gender transition.
Channel 4’s Diversity in Advertising Award aims to help improve diversity in advertising each year until 2020 by awarding £1 million airtime to encourage the advertising industry to embrace inclusive campaigns, and focuses on a different area of diversity every year.
A small gesture, such as writing a name on a cup or calling out the chosen name is symbolic of recognition and acceptance.
Starbucks’ campaign is supporting Mermaids, a charity for young transgender and gender diverse people and their families: mermaidsuk.org.uk