Starbucks unveils emotional new trans-inclusive advert

By on Tuesday, February 4, 2020

Starbucks has unveiled an emotional new trans-inclusive advert, following the story of a young trans man using his name for the very first time.

The #whatsyourname advert was shown for the first time in the UK on Channel 4 on February 2.

The ad shows James enduring several everyday encounters involving his birth name Jemma, from receiving post to occasions with family and friends. It isn’t until James is asked his name for his Starbucks coffee that he is seen finally choosing what he calls himself.

The 90-second commercial has been named the winner of Channel 4’s Diversity in Advertising Award and Starbucks has pledged to raise a minimum of £100,000 for UK trans youth charity Mermaids. Starbucks will be selling mermaid tail cookies in order to reach its goal. Individuals have already taken part in the social media campaign with the hashtag #whatsyourname along side a cookie.

Susie Green, CEO of Mermaids said: “We are thrilled to be part of such a fantastic and empowering campaign. We know, from 25 years of experience, how important it is to acknowledge people’s true identities.

“The funds raised through #whatsyourname will allow us to make a meaningful change to our helpline services, which support young trans people and their families who are so desperately in need of access to information and reassurance.”

The ad was created by Iris and will be accompanied by a series of ‘moving portraits’ involving real-life stories of trans people deciding on their new names.

Starbucks marketing & product director Neil Littler, says: “Starbucks is proud to have a long history of creating inclusive and welcoming places for the LGBT+ community. We have collaborated with Iris London on a creative campaign that tells a powerful story for the LGBT+ community, and furthers a culture of belonging, inclusion and diversity in our stores.”


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