Redmmutrans Guatemala - "LIfe expectancy"

Leo Burnett Guatemala

Leo Burnett Guatemala Guatemala City, Guatemala

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Title	LIfe expectancy
Agency	Leo Burnett Guatemala
Campaign	Filters
Advertiser	Redmmutrans Guatemala
Brand	Redmmutrans Guatemala
Posted	October 2020
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	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.
Media Type	Print
Chief Creative Officer	Alejandro Tamayo
Copywriter	Alejandro Tamayo
Creative Director	Viviana Martínez
Copywriter	Viviana Martínez
Art Director	Victoria Corona
Photographer	Giovanny Contreras