Giving your name and having it scrawled on a coffee cup is all part of the experience at Starbucks.
But in a new campaign, the brand has highlighted how the simple act might have a lot of meaning for transgender people.
A new advert shows a transgender man in different situations, like a GP appointment and picking up a parcel, where his deadname ‘Jemma’ is used.
But at the end of the ad, he goes to Starbucks where the barista asks his name and he says ‘James’.
After the barista writes the name on his cup, he smiles and the words ‘every name’s a story’ appear.
They’ve also launched social media campaign with the hashtag #whatsyourname to encourage others to share their own stories.
One person said: ‘This is amazing. I remember doing this exact thing two years ago when I was going by Lee but wasn’t out to anyone.
‘It was such a simple but effective and comfortable way to make myself happy and feel valid. It also made me realise it’s okay to be who I am.’
Another added: ‘I knew the moment my name was said in Starbucks that it was my name & always meant to be my name.
‘I’ve officially changed it now, but still family won’t accept it, & it’s good to know there’s a place it will always be respected.
Starbucks received the Channel 4’s Diversity in Advertising Award for the campaign.
They’re also selling special mermaid tail cookie to raise a minimum of £100,000 for trans kids charity Mermaids, as they have seen a 600% increase in demand for their helpline service in the last five years.
Starbucks said that this support will help grow this service, allowing the charity to employ an additional helpline operator and extend its webchat service.
Susie Green, CEO of Mermaids, said: ‘The funds raised through #whatsyourname will allow us to make a meaningful change to our helpline that supports young trans people and their families who are so desperately in need of access to information and reassurance.’
MORE: Transgender dating app Butterfly autocorrects transphobic language
MORE: Telling me I don’t ‘look transgender’ isn’t a compliment
source https://metro.co.uk/2020/02/04/starbucks-launches-powerful-campaign-support-trans-charity-mermaids-12179371/
0 Comments