Mermaids and RAPP UK Produce Life-Saving Films for Transgender Children and Their Parents
Gender-diverse children’s charity Mermaids and RAPP UK have partnered to produce life-saving videos for transgender children and their families.
When gender-diverse children first raise their gender identity with parents, the internet is where parents then turn to find out more about gender identity issues. Research has found that transgender children are half as likely to consider suicide when they have supportive families. In an effort to help parents find the information they need, Mermaids and RAPP have created a series of content that can make a meaningful intervention as early and quickly as possible.
The online content sees parents, children, teachers and Mermaids advocates offer practical advice on topics for families with transgender children. The advice provides critical interventions around appropriate language, coming out to friends and their wider community, what kind of support is required by schools, how to deal with bullies and more.
These films are made for parents who are just learning about their child’s gender identity and are turning to the internet for answers. It is essential that these parents hear from real experts, other parents and transgender individuals to help them to best support their child from as early as possible. This media strategy and paired with authentic content has the power to cut through misinformation and unsupportive views online.
Recognising that not everyone might be familiar with transgender identities and issues, RAPP UK implemented a media strategy to ensure these videos are a primary search result. Knowledge and terminology barriers pose a potential risk in missing the audiences that need the support of Mermaids most. Each video is optimised specifically for every iteration of a question a parent or carer might have. Pulling in the content of the video and a wider context of changing terminology, the videos are intended to rank higher, quicker as the time between receiving misinformation and authoritative content will save lives.
The films are to be released over the course of spring on Mermaid’s YouTube channel.
Al Mackie, Chief Creative Officer at RAPP UK says, “We have loved working with Mermaids on this project to understand when it’s most important to deliver this content and then use data and media insights to get it to the people who need it. We are proud to partner with them on this important and positive cause.”
Andy West, Head of PR and Communications, Mermaids says, “2020 is a very big year for Mermaids as we celebrate our 25th anniversary. We've recently launched our new website and this content from RAPP is a game-changer in our drive to make it easier for users to access the right information and support. For the first time, we have a bespoke series of videos speaking directly to the needs of people who can often come to Mermaids at a time of high emotion and distress. It's hard to express what a difference this content will make to families across the UK and beyond."
Creative Agency: RAPP
Art Director: Cathy Crocker
Copywriter: Oliver Easthope
Strategy Director: Jon Pollard
Senior Channel Strategist: Jess Geary
Copywriter: Jade Thomson
Senior Account Manager: Amy Marais
Chief Creative Office: Al Mackie