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GLAAD and GROUND Media Launch National Transgender-Focused PSA Campaign: “Here We Are”
The campaign combats misinformation and features transgender people from Ohio and Florida alongside supportive family members
GLAAD research shows less than 30% of Americans know a transgender person
New York, New York – Wednesday May 29, 2024 – Today, GLAAD, the world’s largest lesbian, gay, bisexual, transgender and queer (LGBTQ) nonprofit media advocacy organization, and GROUND Media, an award-winning strategic storytelling studio, announced the launch of “Here We Are,” a ground-breaking video campaign that shares the real stories of transgender people, in a time when 71% of Americans claim they’ve never met someone who is transgender and when anti-transgender rhetoric from politicians and some in the media continues to rise.
“Here We Are” combats unchecked misinformation about transgender people and supercharges transgender visibility, accelerates acceptance and affirms transgender people should have the freedom to live their lives without discrimination or prejudice.
The campaign initially debuts with six 60-second video vignettes, featuring three transgender adults alongside the unwavering love and support of their family members.
Their stories will debut in an immersive website, HereWeAreNow.com, supported by a number of LGBTQ advocacy organizations nationally. The campaign will also air nationally through paid ad buys and donated ad space from major networks including Comcast NBCUniversal, with focus on states where anti-LGBTQ bills heavily target transgender people and healthcare.
Meet Gio, Nadya and Ashton, who proudly say, “Here We Are”:
- Gio, is a 38-year-old U.S. Air Force veteran and community advocate. He’s a brother, athlete and an avid sneaker geek.
- WATCH: Meet Gio and His Family
- WATCH: Gio on Being a U.S. Air Force Veteran
- Nadya, is a 19-year-old college student studying performing arts and fashion design, and she is passionate about creative expression.
- Ashton, is a 32-year-old LGBTQ advocate, speaker and consultant who loves to hike and kayak with his dad, play guitar and cook.
The urgency for public service storytelling campaigns like “Here We Are” is supported by recent GLAAD research that revealed upwards of 71% of Americans claim they do not personally know a transgender person. This comes as nearly 500 anti-LGBTQ bills have been introduced in states across the country since January 1 of this year, with a majority of the bills focused on transgender people.
In a 2022 GLAAD poll of LGBTQ Americans, 72% of transgender respondents said the current political environment made them fear for their personal safety.
Most recently, an April 2024 poll from GLAAD and Pathfinder Opinion Research found 53% of both registered and likely 2024 voters said they would oppose “a political candidate [who] speaks frequently about restricting access to health care and participation in sports for transgender youth.” Voters overwhelmingly agree that decisions about health care and mental health services for transgender youth should be made by parents: 81% of likely 2024 voters and 83% of swing voters.
“At a time when anti-transgender rhetoric and legislation are growing at alarming and dangerous rates, it is crucial that Americans hear from transgender people about their lives and how the current political and cultural climate can be harmful to them,” said GLAAD President and CEO Sarah Kate Ellis. “Most Americans are exposed to trans issues through media-biased narratives. GLAAD and GROUND Media’s new campaign dispels these misconceptions to introduce Americans to transgender people and their supportive families who showcase that trans identity is real and that everyone deserves to be who they are and live safely.”
“Helping real people tell their authentic stories is one of the most powerful tools we have to build a better world. We’re proud to partner with GLAAD – and a new wave of storytellers – to produce a campaign that our research has proven is making a measurable impact. ” said GROUND Media Founder and Creative Director David Rochkind. “We are in awe of Gio, Nadya and Ashton, and how the brave, simple act of sharing a small part of their lives can create a safer country for the trans community across America.”
“As transgender people, centering our stories and our families in storytelling is one of the most powerful means of changing perceptions about who we are,” said Shane Diamond, Transgender Advocacy Consultant to GLAAD. “Thanks to Gio, Nadya, and Ashton, more Americans will be able to say they know someone who is transgender in a time when vast majorities of Americans say they don’t. “Here We Are” fosters the idea that we all truly are more similar than we are different and drives culture-change through empathy and dispelling misinformation. Transgender people are real and here we are.”
For media inquiries, contact Jocelin Leon:
The TASC Group, Jocelin@thetascgroup.com
631-276-7314
About “Here We Are”
“Here We Are” is a ground-breaking storytelling campaign produced in partnership with GLAAD and GROUND Media that works with transgender people to share their stories in order to increase acceptance and build a country where everyone can express their identity openly and free from fear.
Recent survey data from GLAAD revealed that 71% of Americans believe that they’ve never met a transgender person. “Here We Are” lifts up stories of transgender people and makes connections between individuals and communities who otherwise may never meet. The campaign joins ongoing efforts to increase awareness, encourage acceptance and move our country closer to full equality for all.For more information, please visit HereWeAreNow.com.
About GROUND Media
GROUND is a strategic storytelling studio that is pioneering the combination of science and story to change the way mission-driven organizations use video storytelling. By combining their proprietary research platform with award-winning storytelling, GROUND creates research-backed narrative strategies that measurably change minds and motivate action. For more information, please visit www.ground.media or reach out directly to impact@ground.media.
About GLAAD:
GLAAD rewrites the script for LGBTQ acceptance. As a dynamic media force, GLAAD tackles tough issues to shape the narrative and provoke dialogue that leads to cultural change. GLAAD protects all that has been accomplished and creates a world where everyone can live the life they love. For more information, please visit www.glaad.org or connect @GLAAD on social media.
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