The trans community is at the center of this generation's civil rights movement. Despite some gains, they continue to face backlash. As a diverse community that empowers brave voices to own and share their identity, YouTube wanted to use their platform to encourage support and acceptance of the transgender community.
YouTube Red's original documentary, "This is Everything: Gigi Gorgeous", tells a moving story about the life of online personality Gigi Gorgeous as she struggles to find her own identity as a transgender woman. The opportunity was to use the film and its marketing to actively empower the trans community.
The main goal was clear, to create awareness about the documentary and activate the audience to support and amplify the positive message.
Our video trailer was the hero creative and the starting point of a bigger campaign. It was released in celebration of Transgender Day of Visibility to amplify the momentum and impact.
The trailer was focused on Gigi's struggles and success and the way her battle tells just one story of the worldwide transgender community.
Authenticity and emotion were key executional elements to activate the reach and influence of Gigi and other creators to inspire trans youth to be their true selves.
It looked to build awareness of people finding and realizing their true selves – because, as Gigi says, "being yourself is everything".
The trailer also encouraged viewers to use the hashtag #ThisIsEverything and join the transgender rights conversation on Facebook to highlight people making positive impacts in the community, no matter who they are or how they're helping.
But the trailer not only raised awareness of the issues facing the transgender community, its 40M views since January helped to build positive momentum on the fact that the fight for equal rights is a battle waged by, and for, all of us.
The impact of the trailer also helped to drive traffic screening sessions to different locations, students, members of the LGBTQ community and to other YouTube creators