UNAID's campaign unlocks secret boxes

Part of the #SeeMeAsIAm campaign, Unbox Me is the latest collaborative effort from UNAIDS and FCB. It is a creative exploration of the theme of secrecy and hiding, and it aims to spotlight the struggles of transgender children.

The spot shows a group of transgender adults opening the boxes they had as children, which they used to hide their possessions which reflected their true selves.

The campaign spotlights the struggles of transgender children, like being closeted and feeling uncomfortable with their assigned gender. It shows the reality of children having to suppress their natures in order to fit in.

The moving video acts as a reminder that “gender diversity is not just an issue for adults but for those of all ages,” comments Mahesh Mahalingham, Director of Communication and Global Advocacy, UNAIDS.

Swati Bhattacharya, FCB India’s Creative Chairperson, who conceptualised this campaign, said, “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.”

She added: “Unbox Me shows exactly that, every box opened revealed someone’s true self.”