UNAids - "The Mirror"

FCB India

FCB India Mumbai, India

Awards

3436

This ad is part of the ACT Responsible Collection

Brand: UNAids
Country: India

Advertiser: UNAIDS

Title	The Mirror
Agency	FCB India
Campaign	The Mirror
Advertiser	UNAIDS
Brand	UNAids
Date of First Broadcast/Publication	2021 / 3
Business Sector	Public Safety, Health & Hygiene
Story	The film, ‘The Mirror’, portrays a young boy who is pouting and opts out of playing with other children during a big Indian kite festival. His mother eggs him on but he sneaks off downstairs alone. He drapes himself in a woman’s scarf, and smiles as he sees his reflection in a mirror. Moments later, his mother and his grandmother catch him dancing dressed up. The music track stops, and the women stare at the boy. A few seconds of dread pass by and suddenly the women join him.
Philosophy	UNAIDS releases “The Mirror” on international day for transgender visibility. Gender diversity is not a lifestyle choice but an inherent right of all people. Gender stereotypes especially towards LGBTIQ lead to stigma and discrimination. This is more pronounced in children and adolescents as diversity among them is not commonly understood and society puts massive pressure on them to conform to assigned gender norms at birth. Statistics show that trans teens are much more likely to attempt suicide than teens whose identities match what is written on their birth certificates. In addition, transgender people face huge discrimination and in certain countries can be arrested. And transgender women have some of the highest rates of HIV - up to 40% in some cases- compared to the rest of the population. The film’s writer Swati Bhattacharya, Chief Creative Officer of FCB in India has captured the pivotal moment of self-recognition. Often, she explained, we look at children as our projects and want to make them extrovert and studious and obedient, refusing to see them for who they are and how do they want to grow up.
Media Type	Web Film
Length	158 seconds
Chief Creative Officer	Swati Bhattacharya
Account Management	Vishakha Khatri
Account Planner	Kizie Basu
Creative Team	Giamaria Fernandes
Creative Team	Anusheela Saha
Digital Team	Vinesh Nandikhol
Digital Team	Roshan Shetty
Digital Team	Giamaria Fernandes
Digital Team	Aabhaas Worah
Digital Team	Nikhil Fernandes
Digital Team	Ponnada Kulteja
Digital Team	Sukrit Sharma
Director	Shashanka (Bob) Chaturvedi
Producer	Robin D’Cruz
Singer	Sikander Kha