Think HQ with the Victorian Government Department of Families, Fairness and Housing

Trans & Gender Diverse Awareness Campaign

“The Unsaid Says a Lot”

SHIFTING PERCEPTIONS

At a time of heightened tension and hostility, exemplified by ugly anti-transgender protests on the steps of the Victorian Parliament in March 2023, Think HQ’s work with the Victorian Government on  The Unsaid Says A Lot campaign is groundbreaking.

 Born out of a pressing need to shift perceptions and foster a deeper understanding of the lived experiences of trans and gender diverse (TGD) Australians, this courageous campaign aimed to drive awareness by addressing the subtle, often overlooked forms of discrimination that TGD people face daily. Through powerful, non-verbal storytelling, the campaign seeks to make people see and feel the impact of exclusion and microaggressions on TGD individuals.

Authenticity was the cornerstone of this initiative, co-designed  with a group of TGD people to make sure it reflected the lived realities of the TGD community. The group wanted The Unsaid Says A Lot to not only raise awareness but also invite audiences to become allies in the journey toward equality and inclusion.

BREAKING NEW GROUND

The Unsaid Says A Lot campaign marks a historic first for any Australian government investing in a campaign dedicated to educating the public about TGD communities. Recognising the need to foster a more inclusive environment for TGD individuals, the Victorian Government was also committed to involving TGD people in its creation.

The campaign draws on findings from a national survey conducted by La Trobe University, revealing the pervasive nature of discrimination and stigma faced by TGD Victorians: over three-quarters of TGD individuals had experienced unfair treatment due to their gender identity in the previous 12 months. This discrimination contributes to alarmingly high rates of depression, anxiety, and suicide among LGBTQIA+ people compared to the general population.

The Unsaid Says A Lot leveraged the understanding that 93% of communication is nonverbal. By focusing on facial expressions, body language, gestures, eye contact, and spatial dynamics, the campaign conveyed powerful messages without uttering a single word. This approach emphasised the impact of unspoken biases or microaggressions, inviting us to reflect on our nonverbal interactions.

This campaign stood as a beacon of hope and empathy calling on all Victorians to recognise the power of their actions.

COURAGE IN ACTION

Context and environmental factors:

Launching the campaign amidst a backdrop of divisive public discourse and pervasive discrimination posed significant risks. Given that Trans and gender-diverse Victorians face disproportionate levels of prejudice, this campaign would garner the backlash inherent in challenging deeply ingrained societal norms.

Co-design consultation:

Building authenticity into the campaign was paramount and the starting point was to co-design it with a group of TGD people. This TGD-led approach allowed for a nuanced understanding of the community's needs and helped preempt and avoid potential issues with the campaign's content. The committee members, along with the TGD talent featured in the campaign, demonstrated generosity and immense bravery by sharing their personal insights and becoming the faces of this initiative, exposing themselves to the risks of discrimination, online trolling, and abuse.

Harvey Zielinski, the film's director, brought a unique perspective, enriching the campaign with his lived experience as a trans man. This collaboration all the way through the process between TGD people, Think HQ and the government team  ensured the campaign resonated deeply with the community it was empowering, while connecting with its target audience.

Mitigating risks:

Negative reactions were anticipated from the outset. Planning for this and providing support for participants every step along the way was central. From  securing support from LGBTQIA+ community organisations to engaging high profile allies to back the campaign and providing personal support, significant effort was made to create a strong and positive network ready to lend support and help mitigate the risks. This support network  was crucial in uplifting the TGD actors and contributors while  mitigating the risks and ensuring the campaign's success.

LESSONS IN LEADERSHIP

1. Community leadership is crucial

The success of our campaign hinged on the involvement and support from  TGD community leaders. Having a trans director and creatives lead the process ensured authenticity and relatability. 

2. Fair compensation  and additional support for contributors

Recognising the risks associated with their participation, we ensured that all contributors were well-compensated and adequately supported. This not only acknowledged their time and expertise but also the personal vulnerabilities they exposed by being part of the campaign.

3. Anticipating and handling criticism

The campaign faced significant backlash from trans-exclusionary radical feminists (TERFs) who labelled it a "gross misuse of taxpayer dollars." This criticism highlighted the ongoing prejudice against TGD individuals. We learned the importance of being prepared for negative reactions and accepting them as validation for the campaign's mission.

4. Leveraging ambassadors for amplification

The campaign demonstrated the power of influential ambassadors. The support from well-known figures like  Tarang Chawla, Carly Findlay and Grace Tame significantly boosted the campaign's visibility and impact.

5. Positive storytelling and stakeholder engagement

Lifting up the campaign’s participants through positive storytelling in earned media helped counteract negative commentary. Increased engagement with stakeholders and securing additional support from organisations and ambassadors further bolstered the campaign’s credibility and reach.

These learnings highlight the complexities and challenges of running a campaign focused on TGD inclusion. They underscore the importance of authenticity, community leadership, strategic communication, and comprehensive support for participants. The Unsaid Says A Lot not only aimed to educate and shift perceptions but also demonstrated the power of resilience and solidarity in driving social change.

POWERFUL IMPACT

The Unsaid Says A Lot campaign achieved remarkable success despite operating with no paid media spend and relying solely on earned media and stakeholder engagement.

Earned media

●         54 positive news stories (against a KPI of 9)

●         Potential audience reach was 35,286,383

Community engagement

●         Over 30 community organisations actively supported the campaign

●         The campaign stakeholder pack saw 726 creative assets downloaded in the launch period

●         Displaying on Federation Square’s main & atrium screens

This impressive performance underscores the power of PR, community support, and a compelling message in driving awareness and fostering inclusion for TGD individuals.