Hair care brand Pantene has teamed up with LGBTIQ+ organisation GLAAD and the incredibly talented Trans Chorus of Los Angeles to produce a moving commercial celebrating the real-life stories of trans people returning home for the holidays - and it's a straight-up tear-jerker.
While the campaign shares difficult statistics around family non-acceptance, it also offers hope through spotlighting several trans people who have found love and acceptance in their hometowns.
“137 million Americans will travel home this holiday season,” the ad begins. “44 per cent of LGBTIQ+ people feel they can’t come home as their true selves.”
With the Trans Chorus of Los Angeles singing 'I’ll Be Home for Christmas', the ad follows several members of the choir as they prepare to travel home to see family.
“The holiday season has drastically transformed for me since coming out as trans,” a woman named Crystal reflects, sharing that her family took a while to accept her for who she is, but have started to embrace her authentic self.
“The importance of finding chosen family, I think is key in the trans community,” another participant, MJ, says.
“For youth going home who are trans and gender nonconforming, let the holidays be a time that they can remember you as your authentic self. Let it be a celebration like it is.”
As part of the campaign, Pantene has pledged to donate $100,000 to LGBTIQ+ families organisation .
You can watch several of the campaign spotlights below:
