In India, over 90% of trans people leave their homes or are banished from their houses by the age of 15. They end up living on the streets, with no money or education, often relying on sex work. Being subjected to stigma, discrimination, and violence, the risk of getting infected with HIV is 35 percent higher for trans people compared to other adults.

But gender diversity is not a thing for grownups only. It concerns people of all ages, kids included, who begin expressing their gender identity as early as the age of two.

After having urged the adults to see their kids the way they see themselves with “The Mirror” campaign released last year just in time for International Transgender Day of Visibility, The Joint United Nations Programme on HIV and AIDS (UNAIDS) — a non-profit organization leading the global effort to end AIDS as a public threat by 2030 — continues to give voice to trans kids. As the little ones’ trustful ally, the organization demands acceptance. Fighting for their rights, the UNAIDS hopes to open the conversation around these kids’ struggles, encouraging them to embrace their identity rather than suppress it or block it inside a childhood box.

Creatively signed by FCB India and FCB Chicago, the new initiative, “Unbox Me” —  part of the #SeeMeAsIAm campaign — plays on the theme of secrecy and the concept of popular unboxing videos to speak about trans kids’ feelings of isolation and marginalization. As a result of not conforming to society’s gender “norms,” these children and adolescents eventually run away from home, drop out of school, have mental illnesses, and are exposed to (sexual) violence.

It is a common practice for Indian kids to “collect” things they find important to them and store them in small boxes. Undoubtedly, the contents inside have a lot of meaning for all children but for trans kids, these small packages are a tool they use to express their identity. However, because they don’t build their boxes following society’s strict “rules” regarding gender identity, they usually keep their belongings out of anyone’s sight.

Swati Bhattacharya, FCB India’s Creative Chairperson, who is behind the initiative, explains: “In India, children usually have a box which they use to store their most precious possessions. In the case of trans children, however, they need to hide their box of treasures, since some of their most precious possessions don’t fit the gender norm that society expects them to conform to.”

Trans kids are no different than any other child. Yet they choose to hide their boxes as a way to hide their identity from those who might not understand them. With the Unbox Me campaign, UNAIDS communicates the struggles these teens usually have to endure and encourages them to embrace their true selves. It addresses parents, teachers, and the wider community to support and respect the kids for who they really are. It is a call for inclusion and acceptance, about giving them visibility, and raising awareness about their rights.

Commenting on the campaign, Mahesh Mahalingam, Director, Communications and Global Advocacy, UNAIDS, said: “Gender diversity is not just an issue for adults but for those of all ages including children. There are thousands of children like the ones who provided their boxes all over the world who want to express and claim their identities. And they should not have to wait until they become adults; it is too late by then.”

“As parents, as teachers, as brothers and sisters, as community members, we have to recognize and nurture children for who they truly are. Each of the objects in the boxes is a plea to be heard, to be loved, to be recognized,” he added.

To fight transphobia, UNAIDS recreated the childhood treasures of some transgender adults. Then, the organization sent these boxes to influential personalities in the community, kindly asking them to unbox the packages. Some of the figures who have already joined the initiative are Indian filmmaker Zoya Akhtar and popular TV journalist Barkha Dutt, spreading the message of acceptance across their social media feeds. On an Instagram page dedicated to the campaign, internet users can catch some other personalities as they symbolically unbox trans people’s childhood secrets. Also, the boxes are used as educational instruments across some schools in India, with teachers using the packages to raise awareness about gender identity during childhood.

Currently, 24 countries criminalize and prosecute people of this community. The Unbox Me originated in India but its message is one that all humans around the world must hear. Acceptance and inclusion are universal!

Credits:

Client: UNAIDS

Agency: FCB India // FCB Chicago