Skincare brand E45 is unveiling its Channel 4 Diversity In Advertising award-winning campaign which sheds light on the lived experience of trans people.
The new TV campaign – entitled ‘This Is Me, This Is My Space’ – features a group of trans people in the privacy of their bathrooms, focusing on personal skincare which helps them feel confident and comfortable. It debuts tonight (17 May), during Gogglebox.
Produced by E45’s creative agency T&Pm, the spot focuses on the physical challenges placed on the skin by transitioning.
Backed by over £1 million worth of commercial advertising airtime across the Channel 4 network, the ad is also complimented by a social-first series of films which see a diverse collective of trans people sharing their transition experiences.
“Through working on the Channel 4 Diversity In Advertising Award brief, I have been lucky enough to find myself surrounded by a bunch of amazing allies who feel as passionately about change as I do,” said T&Pm creative Mika Alcock.
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They added: “I wish those who feel unsupported, unheard, and unloved could see that good people are supporting them. If they did, maybe they would be as hopeful as me that one day things will change.”
The annual £1 million Diversity In Advertising Award competition challenged brands to address the lack of authentic LGBTQI+ communities in TV advertising across the UK, after insight from Channel 4 Sales found that brands had stepped back from portraying LGBTQI+ communities and had become apprehensive about a backlash.
It follows on from the release of industry-leading insight from Channel 4 Sales, which showed that brands had stepped back from portraying LGBTQI+ communities, becoming apprehensive about campaigns promoting Pride through fear of backlash.
“At Channel 4, we passionately believe that better representation delivers compelling storytelling for viewers, and, standout, commercial results for our partners. This powerful campaign is our latest step in driving positive, authentic representation,” said Channel 4 chief revenue officer Verica Djurdjevic.
“We’re proud to share this first of a kind portrayal of trans women on their journey to becoming more comfortable in their skin, shining a light on the realities – both painful and joyful – involved. In doing so, we hope to create visibility and empathy for all trans people,” added E45 global health category director Sally Perry.
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Leftist drivel