GAY TIMES and Grey London have launched Amplifund campaign, ‘Incomplete Without the T’ at GAY TIMES Honours in response to increased transphobia and hate in the global media.
This year has become the deadliest on record for trans people, with the community increasingly facing transphobia and hate from both the media and right-wing groups.
Controversial British advocacy group, the LGB Alliance recently called for the letter ‘T’ to be removed from LGBTQ+.
In response, Amplifund have launched a powerful new campaign during Trans Awareness Week to stand in solidarity and help raise visibility and awareness around trans issues.
‘Incomplete Without The T’ was created by Grey London, with the idea to remove the letter ‘T’ from a range of different texts and communications – showing that when you erase a letter from any word, in any language, you remove both the comprehension and the unity behind it – and the same is true when you remove the T from LGBTQ+.
The campaign was launched to a live audience at GAY TIMES Honours, accompanied by a powerful speech where an incoherent voice-over was heard in front of an audience of over one thousand LGBTQ+ community members and allies – including trailblazers and celebrities Ellie Goulding, Jade Thirlwall (Little Mix), Will Young and Rina Sawayama.
GAY TIMES CEO, Tag Warner, introduced the campaign video and invited the audience to start using #WithTheT across social media to demonstrate their support.
To emphasize trans rights as being vital all year, a multi-platform campaign was launched, including OOH advertising and social posts across GAY TIMES channels.
Queer influencers and allies are also getting involved and showing their support online.
The campaign will continue with future executions focusing on getting other media outlets, brands and charities involved, with the aim to demonstrate the global community is incomplete without its trans brothers and sisters.
“We created Amplifund in partnership with the award-winning LGBTQ+ human rights charity GiveOut to amplify queer voices to global audiences and support LGBTQ+ activists around the world in their campaigning and media work,” said Warner.
“This new campaign with Grey London, launched in person at GAY TIMES Honours to an audience of over one thousand members of our queer community and allies, highlights the importance of ‘the T’ in LGBTQ+.
“With 2021 being the deadliest year on record for trans people, it is more important than ever for us as a business, and as a community, to stand with our trans brothers and sisters and reinforce the message – we are incomplete without the T.”
Grey President and CCO UK, Laura Jordan Bambach, added, “Trans people have led the way in LGBTQ+ rights from the Stonewall riots to our own rallies and direct actions here in the UK.
“To be trans today is to be faced with even more discrimination, hate and the potential for violence than many other areas of our community.
“So, it’s fundamentally important that we are never LGB without the T and we stand together to protect the hard-earned rights and acceptance we have, and those still to fight for.
“We’re incredibly proud to have launched this campaign with GAY TIMES at this vital time in our collective history.”
Creatives, Chaz Mather and Lucy Jones, said they couldn’t understand why anyone would want to remove the ‘T’ from an acronym that stands for unity and equality.
“Especially when transgender people have played such an important role in LGBTQ+ history and such an important part of the queer community,” they added.
“We created this campaign to remind people of that fact. It’s something we both feel really passionate about.”
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