In Guatemala, issues related to trans women are taboo. As they are socially rejected, they have a lower quality of life. Access to health, education or even decent work is limited, and most of their basic human rights are not respected. To give them visibility and for society to recognize them for what they are, we were inspired by a tool that people around the world have been using in the last several months: FACEAPP. For people outside the LGBTQ community FACEAPP is a trivial way to have fun pretending they are of a different age or gender; for people inside the LGBTQ community and, especially for trans women, there is no pretending and no “before or after”, there is only one way of being. And they struggle every day just to be themselves. For them, there is no desire to pretend to be someone else other than who they truly are.
Print advertisement created by Leo Burnett, Guatemala for Redmmutrans Guatemala, within the category: Public Interest, NGO.
Chief Creative Officer: Alejandro Tamayo
Creative Director: Viviana Martínez
Copywriter: Viviana Martínez, Alejandro Tamayo
Art Director: Victoria Corona
Photographer: Giovanny Contreras
Planning Director: Jocelyn Degollado
Account Director: Andrea Arevalo