Targeted audience - Youth trans and youth potentially trans in high school between 16 and 18 years old (thinking about it, lost, confused, scared, internalized transphobia ...). - Ignorent youth and adults (against, bulliers, parents, familly ...).
Goals - Help the audience to move from one stade to another - Stop the stereotypes - Stop the fear - Prevent suicide - Make youth talk - Equality as Human Beings - Show the complexity of the subject - Open mindset
Leelah Alcorn’s suicide note “If you are reading this, it means that I have committed suicide and obviously failed to delete this post from my queue. When I was 14, I learned what transgender meant and cried of happiness. After 10 years of confusion, I finally understood who I was. I immediately told my mom, and she reacted extremely negatively, telling me that it was a phase, that I would never truly be a girl, that God doesn’t make mistakes, that I am wrong. If you are reading this, parents, please don’t tell this to your kids. Even if you are Christian or are against transgender people people don’t ever say that to someone, especially your kid. That won’t do anything but make them hate themselves. That’s exactly what it did to me. My death needs to mean something. My death needs to be counted in the number of transgender people who commit suicide this year. I want someone to look at that number and say “that’s fucked up” and fix it. Fix society. Please.”
W h a t d o e s transgender mean? -An ‘umbrella’ term to describe different types of gender identity -one’s sense that they are outside the boundaries of biological sex and don’t necessarily conform to societal gender norms usually associated with male and female: includes people who are homosexual, Is there any increased risk for suicide or bullying? Yes, self-harming behavior~ x 2.5 times each time victimisation discrimination and violence happen to them.
Why is the transgender youth more at risk for suicide/suicide attempts? — 31% committed — 41 %attempted — 50% attempted <20 years — rising risk factors regarding “straight” peers — additional factors : gender nonconformist coming out transphobia internalized transphobia conflict
Difference in suicide attempts for those who have “come out” vs those who haven’t? The risk goes up when coming out early because of transphobia and negative experiences When they don’t come out, it may cause internalized transphobia: low self esteem and fear of rejection.
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All are equal before the law and are entitled without any discrimination to equal protection of the law. All are entitled to equal protection against any discrimination in violation of this Declaration and against any incitement to such discrimination.
We want our audience to move form one stage to another. Stop the
stereotype and stop the fear.
We want to allow the right for people to express themselves and to be who they are because at the end, we all
have one thing in common : we are human beings.
However, our goal is to see things from an open mindset.
We want to create a space where people can share their stories, understand more about the subject and get to know eachother without any stereotype throughout several activities encouraging transgenders to speakup and to feel integrated and others to see them from their personalities.
Betapreneurship
The Betapreneurship trend best relates to our research and analysis because it states that it works around a redesign and rethink culture. It is a positive message for our targeted audience: the transgender community. The activists in the transgender community focus on trying to get the public to “understand” who they are. Its all a matter of respect, understanding, and looking past the obvious and focusing on the person itself and not the gender. Betapreneurship states that it wants to ‘fix
the world, one device at a time’ but in relation to our cam-
paign, without being too intrusive it would be more like ‘show respect,
one person at a time.’
We believe that as long as a person respects a trans person we have accomplished our goal. To do this, we created a QR Code that compliments our slogan ‘beyond the label’. When scanned, you are directed to a website forum where you are able to ask questions, watch videos, seek advice and access our social media pages. This platform provides a safe space for the transgender community and those seeking more information about it.
The key holder is created as a promotional product for the “Beyond The Label” campaign. The QR code is convenient for customers to scan to go to website.
We chose to also market an earring because in the gay community, wearing a single earring on the right hand side shows that you are in the LGBTQ+ community so we figured an earring with the transgender symbol would be popular. All the proceeds from the earrigs an d the key chains would go to Mermaid UK: a charity for supporting children, young adults and their families when it comes to transitioning. They aim to reduce isolation, loneliness, suicide, selfharm, and educating the parents.
GROUP 8 SENHAJI RHAZI Nouha FRAGNAUD Andrea LEE Wonho WEI Shinjin JIe Zhou