In a world where much attention is paid to transgender actresses/models/and reality TV stars, transgender activist and model Geena Rocero, along with Allie Hoffman of Gender Proud Productions created digital series "Beautiful As I Want to Be" with Logo to reach trans and gender non-conforming youth with the aspirational and affirming message that only you can define your own authentic beauty.
Strategy:
In each of the four episodes, a trans young person shares their backstory, journey, and dreams for the future. They are paired with leaders in the trans community who share their own story and direct them in a photo shoot in which the young person can express their individual authentic beauty.
Tactics:
Caitlyn Jenner, activists Jen Richards & Angelica Ross, transgender man Tiq Milan, and Transparent actress Trace Lysette, appeared as guests in the four episodes, which featured diverse trans and genderqueer youth from various states.
Behind-the-scenes, the crew was made up of nearly all transgender professionals – who worked on production, filmmaking and design. Each episode was introduced by Geena Rocero, who also served as Executive Producer.
Viewers could also upload their own photos of what beauty means to them using #BeautifulForMe. Photos ran on Logo's site.
Execution:
A new episode debuted each week on LogoTV.com and was shared widely via press coverage and outreach to LGBT organizations.
To kick off the series, Logo threw a premiere party in Los Angeles, inviting press, LGBT organizations as well as over 100 trans youth from a variety of local schools. Caitlyn Jenner attended and was surprised with a birthday cake.
Through an aggressive PR, social and event strategy, Logo amplified the show as well as the young people and host. Logo and the show's messages shined in outlets including Vanity Fair, People, Entertainment Weekly, US Weekly, E!, Perez Hilton and many more – many of which embedded the first episode on their sites. Geena Rocero, our host and a trans model, spoke with sites including Mashable, Huffington Post, MTV.com and HollywoodLife. The youth involved also spoke with Buzzfeed and Access Hollywood ran footage of the party and the show.
The party featured notables from the LGBT community including the Executive Director of The Trevor Project plus members of GLAAD and the LA LGBT Center. Those organizations – and other national groups – shared episodes throughout the digital show's run.
The show was included in Buzzfeed's list of top transgender moments of 2015.
