Celebrating the LGBTQ neighborhood, every time, wherever, and nonetheless they arrive residence.
Whereas the holidays are sometimes a time of merriment and catching up with pals and household, many LGBTQ members of our neighborhood face the season stuffed with anxiousness and worry. Actually, 44% of LGBTQ folks really feel they will’t come residence as their true selves. Figuring out the challenges they face over the holidays, Pantene has partnered with GLAAD and the Trans Chorus of Los Angeles (TCLA) to create the Going House for the Holidays marketing campaign.
TCLA is the first all transgender recognized choir in America, and the video marketing campaign makes use of not simply their highly effective voices but additionally their highly effective tales to drive residence the emotional tumult many LGBTQ folks cope with throughout this season. Crystal S., a TCLA member, says the vacation season has “drastically transformed” for her since popping out as trans, however that over time, her household grew to settle for and embrace her for who she is.
“To any young trans person going home for the holidays, stay strong, give them time, because they will come around,” she says.
19-year-old Steven H. says that even for folks with an accepting household, the holidays are a time when members of the LGBTQ neighborhood have to brace themselves when heading residence to meet with prolonged household and relations, which is solely unacceptable.
“To me, being home is being somewhere where you don’t have to worry about the identity that you broadcast to the rest of the world and all of it falls away, and you can just be yourself,” he says.
Inclusion is at the coronary heart of Pantenes mission to have a good time the magnificence of all transformations and of all folks, mentioned Ilaria Resta, Vice President of Procter & Gamble, in a press assertion. Listening to these LGBTQ people talk about the trials and triumphs of going residence for the holidaysas effectively as their irrepressible want to be their true selveswill encourage others in the neighborhood and remind us all what true magnificence is about.
Going House for the Holidays builds on Pantenes Dont Hate me As a result of I’m Stunning marketing campaign, launched throughout this years Satisfaction Month. As well as to this marketing campaign, Pantene has pledged to make a $100,000 donation to Family Equality, a corporation that gives LGBTQ members with the alternative to type and maintain a loving household.
Watch the full video marketing campaign under: