Google is back again to narrate the stories of transgenders. With help of service tools it is becoming possible to glance at life of people who are different in their communities. Tree stories for the one aim.

Heroes of new documentary-style videos become Evan Young, Jasmine Morrell and Mara Kiesling, covering subjects like their work, their clients and their families. Trans director Rhys Ernst headed the filming process. He is also a co-producer on Amazon’s popular series Transparent, as is Zackary Drucker, who also produced the new spots.

Young, for example, is a president of the Transgender American Veterans Association. He tells about his post and history of military service. Morrell explains becoming a tattoo artist and as a result opening the Spirited Tattoo Coalition, like a safe space to practice the craft. Kiesling, activist and the executive director of the National Center for Transgender Equity, shares perspective on transgender activism in Washington, D.C., and about her job. She claims the importance of educating policymakers and the public about what it means to be transgender.

Google. #Transvoices

Google. #Transvoices

Google. #Transvoices

Through the contecst

The ads, taken together, are a powerful tool to that end—humanizing diverse individuals as representatives of a marginalized and often misunderstood population. This revival takes on a new urgency in light of recent events in the US. The incoming administration of Donald Trump seems poised to roll back substantial federal protections for LGBT populations, and shape a Supreme Court that could still have substantial influence on their legal rights.

 

Google. #Transvoices

 

The work made by production company Lonelyleap follows last year’s heartwarming Google ad by Venables Bell & Partners about a trans man finding home at a Kansas City gym. Moreover, Google launched the ads at the same time with Transgender Awareness Week, which runs Nov. 14-20.

Right Time

One of the main points of any campaign or project is a good time. Especially it concerns topics related to society. In a company blog post announcing the campaign, Tea Uglow, a trans creative director at Google Creative Labs, said it was a banner year for trans people in media. But “2016 is also the most deadly year on record for transgender people with 23 reported murders in the USA and counting,” the post reads.

“In 2016, we saw over 100 federal policy changes to provide equal and fair treatment of transgender people,” says Arjan Dijk, vp of marketing, executive sponsor LGBT, at Google. “Sadly, at the exact same time, state legislatures were passing bathroom bills and there was a steady increase in violence against the trans community. The suicide rate among transgender people is nine times higher than the national average. They experience discrimination and violence, and extreme poverty and homelessness. They struggle not only for their human rights, but to survive at all. I therefore encourage everyone to follow the #transvoices initiative and to think of ways we can bring more justice to trans communities.”

 

Google. #Transvoices

 

All in all, this Google campaign using socially significant themes remind that their services are for all people. No metter who you are – Google help you.

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