A new industry collective, Allies Coming Out for Trans+ (ACT+) has been formed by Creative Equals, Outvertising, Smarty Pants, The Unmistakables and Utopia and calls for better support of the trans+ community amongst Marketing and Communications leaders.

With hate crimes on the rise against Trans+ people, the collective aims to provide tangible ways that leaders can come forward as allies in a pivotal election year.

On the 30th April 2024 ACT+ kicks-off with an executive briefing to agency CEOs and brand owners at an event at Google’s Kings Cross Office. The briefing will call for advertising leaders to better support the Trans+ community and encourage tangible action.

Where Outvertising's Consumer Research report shows that 60% of LGBTQIA+ people in the UK are more likely to say that brands should express their views on political or social issues, and 50% of non-LGBTQIA+ people say the same, the onus is on brands to take a stand. Where advertising and media has the power to influence society, it is important that advertisers do not shy away from the issues that matter most.

With the media stoking the fires of polarization, a record-breaking number of hate crimes against Trans+ people in England and Wales have been reported according to the Home Office. A recent report recognised that “transgender issues have been heavily discussed by politicians, the media and on social media over the last year, which may have led to an increase in these offenses, or more awareness in the police in the identification and recording of these crimes”. The industry has a responsibility to prevent such a discourse of hate.

“The media and advertising industry talks a big game. Last year, the biggest agencies and industry bodies committed to advocating for the divestment from disinformation in the media yet problematic platforms still remain within media plans. This has real and painful societal consequences”, says  Marty Davies (she/they), Joint CEO, Outvertising.

She continues: “Packaging up distorting and sensationalising trans+ lives to make money is increasing hate and harm. But our identities are not something to be warped for cash. ACT+ seeks to give direction to industry leaders to put actions behind their commitments - as a collective. We are drawing attention to the urgency and empowering all to have proactive conversations with agencies, clients and tech partners to improve visibility, identify the right divestment decisions and increase representation in the creative work itself”.

So far, companies that have joined the collective include Bloom, Cannes Lions, Contagious, D&AD, Join Our Table, Pocc, Reckitt Benckiser, SheSays, Trans in the City, Trans+ Solidarity Alliance, YouTube, WACL, WARC and WPP Unite.

The executive briefing at Google will gather agency and brand leaders including WPP and Google in an evening of discussion. It will include interrogating the media being funded to end ‘dirty attention’, specifically advocating for the divestment from disinformation and sensationalism, and increasing representation in the industry’s creative output.

To find out more or attend the briefing, please click here.