THE VOICE OF CHANGE

Short List
ClientEUROPRIDE 2018
Category B01. Use of Radio & Audio as a Medium
TitleTHE VOICE OF CHANGE
Product/ServiceEUROPRIDE 2018
Entrant ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Production FLICKORNA LARSSON Stockholm, SWEDEN
Credits
Name Company Position
Stephanie Moradi Åkestam Holst NoA Copywriter
Eva Wallmark Åkestam Holst NoA Art Director
Michaela Winckler Åkestam Holst NoA Account Manager
Karl Wikström Åkestam Holst NoA Planner
Magnus Jakobsson Åkestam Holst NoA Creative Director
Daniel Kilgren Flickorna Larsson Producer
Karolina Kilgren Flickorna Larsson Producer
Olle Eronn Flickorna Larsson Producer

View Script

Write a short summary of what happens in the radio advert

The Voice of Change is a radio spot recorded over several months that follows a transgender person’s journey from female to male, just by the sound of his voice. Alex, the voice, receives testosterone shots as a part of his sex reassignment therapy. These hormones affects every aspect of his body, including depth and tone of his voice. So for every shot of testosterone, Alex made a new voice recording. These recordings where then combined into one important message about transgender rights and the continuous fight for the right to be who you are.

Cultural/Context information for the jury

Behind the glitter and festivity that characterizes a Pride festival lies a dark history, forgotten by many. EuroPride 2018 wanted to remind people of how much there’s left to do and what it is that they’re fighting for - the human right to be who you are. But the right to be who you are is not given to everyone. In over 60 countries in the world, changing your gender identity is illegal. So to raise awareness about transgender rights, we created The Voice of Change. An innovative radio ad that took 7 months to finish, following a transgender person’s journey from female to male. By just using a voice - raw, honest and in transition - we took listeners on a journey that challenged both prejudices and a traditional media category, while at the same time provided an opportunity to take a stand.

Script

What you’re listening to right now, is illegal in many countries. Me, transitioning into the person I should have been born as. This message has taken me several months to record. Every recording, a step closer to the voice I was meant to have. The person I was meant to be. Some people are born with the right to be who they are. Others, like me, have to fight for it. Let’s change that. Welcome to EuroPride 2018 in Stockholm and Gothenburg this summer. Whoever you are.