Agency Network: 
December 2019


Raising awareness is one thing, but generating true understanding and acceptance is a whole other matter. That's why the government of Quebec has created a message that aims to fight transphobia. In the documentary video we discover a Quebec family. Mila has always felt like a girl inside, so her parents surprise her with a very special birthday gift. Apart from showing Mila's own personal experience, the anti-transphobia campaign conveys a strong message about acceptance and suggests paths that families of transgender people can take. A timely campaign on a topic often seen in the news, the ultimate aim is to give Quebecers a more accurate notion of what life is truly like for transgender people and their families. This recent video on transphobia is part of a second phase in a major campaign against violence of all kinds.

Film advertisement created by Lg2, Canada for Quebec Government, within the category: Public Interest, NGO.

Advertising Agency: lg2, Quebec, Canada
Creative Director: Luc Du Sault
Creative: Félix-Antoine Belleville
Account Services: Alexandra Laverdière, Laura Boutet, Isabelle Miville
Strategic Planning: Christine Larouche
Director / Editor: Phil Grenier
Director of Photography: Alexandre Nour Desjardins
Art Direction: Jean Lafrenière
On-set Art Direction: Frederick Devost
Online: Thomas Bellefleur
Agency Production: Marie Noëlle Rosso
Film Production / Casting: France-Aimy Tremblay, Vanessa Vick, Marie-Chun Röfekamp / Romeo & Fils
Card Design: Julie Pichette, Sonia Delisle, Maryse Gagné
Sound/Engineering: Tanguy Meunier / Apollo
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