THE MOVEMENT TO CREATE TRANS-FRIENDLY BARBERSHOP & SALONS
A pattern of discrimination at barbershops against transgender people began to surface in headlines across the U.S. No one was doing anything about it. Until one New York barbershop took a stand, exposing the issue and sparking the LGBTQ community and their allies to rally against hate.
MEDIA TV/Digital/Social/Branded Content/Experiential/Documentary Film
ROLE Concept/Creative Direction
AGENCY Terri & Sandy
VIDEO: Barba Men’s Grooming Boutique “Strands For Trans”
A New Symbol of Acceptance
Inspired by the trans flag, we reimagined the classic barbershop pole and made safe-space window stickers for businesses to display as a sign of acceptance.
The campaign site, strandsfortrans.com, made it easy for barbershops and hair salons to designate their store location as a discrimination-free business.
Bringing Discrimination Out of the Closet
To put a face on the issue, people shared candid stories about the fear, humiliation and rejection they face when getting a simple haircut.
Fashion Icon Mark Jacobs Joins the Cause
Inspired by the colors of the trans flag, Barba Men’s Grooming Boutique offered complimentary pink, white and blue hair stylings for supporters to rock during Pride Month. Fashion icon Marc Jacobs dropped in to lend his enthusiastic support and influence to his 2.5 million followers.
What started as an initiative to help the trans community feel welcome and accepted, sparked a trend of inclusivity that spread further and faster than we imagined.
Within two weeks, trans-friendly barbershops and salons popped up in all 50 states. Even the red ones.
The map has been viewed almost 90,000 times. Each week, new safe-spaces continue to appear across the globe.