| Title | NAME_FROM_THE_PAST |
| Brand | TRANSVANILLA |
| Product/Service | NAME_FROM_THE_PAST |
| Category |
D05. Cultural Insight |
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Entrant
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FEAT Budapest, HUNGARY
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Idea Creation
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FEAT Budapest, HUNGARY
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Media Placement
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FEAT Budapest, HUNGARY
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PR
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FEAT Budapest, HUNGARY
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Production
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FEAT Budapest, HUNGARY
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Post Production
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FEAT Budapest, HUNGARY
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Credits
| Tomi Persely |
feat. |
Creative Director |
| Patrik Béky |
feat. |
Head of Art |
Why is this work relevant for Social & Influencer?
Nowadays, in Hungary most of the traditional media channels are restricted by the conservative Hungarian Government. That's why this work was implemented on a relevant social platform where we could pick up the fight effectively against prejudice and inequality.
Background
In May 2020, the Hungarian Parliament passed “Article 33”. A cruel and outrageous law from the Orbán government that makes it impossible for people in Hungary to legally change their gender. With this, transgender citizens of this country were marked by wrong names, which are not part of their identity.
Describe the creative idea (30% of vote)
These wrong names are just as hurtful for transgenders as stigmas for many non-trans people. Who also had to bear offensive names over the years. Based on this emotional parallel, Transvanilla Transgender Association created connection between trans and non-trans people starting a movement: the name_from_the_past.
Describe the strategy (20% of vote)
Anyone could join this movement in Hungary, using the easiest way of identification: the Instagram tag.
Describe the execution (20% of vote)
With the simple tool of tagging, thousands of trans and non-trans people expressed solidarity to show that most of us have a name from the past. And we want to leave these behind for a truly self-identical life. Even the most beloved influencers and celebrities in Hungary - who also shared their own ones to inspire thousands more people to draw attention to the Hungarian trans community.
List the results (30% of vote)
The social initiative produced massive media reach: since every important channel in Hungary - not under the influence of the government - spoke freely about it.
Please tell us about the cultural insight that inspired the work
The 'situation of trans community' is a really divisive and hard-to-communicate topic in Hungary because of the complexity of the issue and the local government's anti-LGBTQ propaganda. That's why it was so important to find a solution that can make connection between trans and non-trans people for a self-identical life. That we all deserve.