Vishakha Khatri
Account Management at FCB India
Mumbai, India
TitleThe Mirror
Agency
Campaign The Mirror
Advertiser UNAIDS
Brand UNAids
Date of First Broadcast/Publication
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
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Account Management
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