{"id":56416,"date":"2022-03-31T05:06:39","date_gmt":"2022-03-31T05:06:39","guid":{"rendered":"https:\/\/pr.asianetpakistan.com\/?p=89197"},"modified":"2022-03-31T05:06:39","modified_gmt":"2022-03-31T05:06:39","slug":"unaids-and-fcb-launch-unbox-me-project-highlighting-the-rights-of-trans-children","status":"publish","type":"post","link":"https:\/\/malaysiantribune.com\/unaids-and-fcb-launch-unbox-me-project-highlighting-the-rights-of-trans-children\/","title":{"rendered":"UNAIDS and FCB Launch \u201cUnbox Me\u201d Project Highlighting the Rights of Trans Children"},"content":{"rendered":"<div>\n<div>\n<div>\n<div>\n<h5 style=\"text-align: right;\">&#8220;Unbox Me&#8221;<\/h5>\n<\/div>\n<div>\n<div style=\"width: 310px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/NewsRoom\/AttachmentNg\/e2e293dc-0a09-4b9a-83ef-91348696d9dc\/en&amp;source=gmail-html&amp;ust=1648789530020000&amp;usg=AOvVaw1VyyyLumUu3QnwEeuUpwj6\"  rel=\"noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/ci3.googleusercontent.com\/proxy\/mz0WUzb7kDi7gkwbYBYW900aA2UcfMCmRgKdNmawegy1h2YwS7D3anR_TnY60XZeqdisGi_HgKNEHmyN33GZu9f_I9aDag3rVbsVg_1b2XR2KE3cU2EgasAhH_IKvhdhemyyHNumKMK2Xp8OOAQ=s0-d-e1-ft#https:\/\/ml.globenewswire.com\/media\/e2e293dc-0a09-4b9a-83ef-91348696d9dc\/medium\/unbox-me.jpg\" alt=\"\" width=\"300\" height=\"169\" \/><\/a><\/p>\n<p class=\"wp-caption-text\">&#8220;Unbox Me&#8221; by UNAIDS &amp; FCB<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<ul>\n<li><em>March 31 marks the Transgender Day of Visibility, a day to spread awareness about both the struggles and the successes of the trans community<\/em><\/li>\n<li><em>\u201cUnbox Me\u201d is a project by FCB India &amp; FCB Chicago that <\/em><em>addresses the isolation and marginalization of trans children, which often begins within their own families<\/em><\/li>\n<li><em>Influential personalities and community leaders are unboxing the hidden childhood treasures of transgender people on social media, to create awareness and demand acceptance<\/em><\/li>\n<\/ul>\n<p>NEW DELHI, India and NEW YORK, March 30, 2022 (GLOBE NEWSWIRE) &#8212; In the lead-up to the International Transgender Day of Visibility on March 31, UNAIDS and FCB have partnered to launch \u201cUnbox Me,\u201d an initiative aimed at raising awareness for the rights of transgender children by empowering them to stop hiding their identities and embrace their true selves. Part of the #SeeMeAsIAm campaign, \u201cUnbox Me\u201d is the latest collaborative effort from UNAIDS and FCB, whose ongoing partnership also included \u201cThe Mirror\u201d in 2021.<\/p>\n<p align=\"justify\">\u201cUnbox Me\u201d is a creative exploration of the theme of secrecy and hiding, and the campaign aims to spotlight the struggles of transgender children, like their being closeted and their discomfort with their assigned gender, many as early as the age of two.<\/p>\n<p align=\"justify\">Swati Bhattacharya, FCB India\u2019s Creative Chairperson, who conceptualized this campaign, said, \u201cIn India, children usually have a box which they use to store their most precious possessions. In the case of trans children, however, they need to hide their box of treasures, since some of their most precious possessions don\u2019t fit the gender norm that society expects them to conform to.\u201d<\/p>\n<p align=\"justify\">She added: \u201c\u201cUnbox Me\u201d shows exactly that, every box opened revealed someone\u2019s true self. We sent these boxes to prominent people in the community, who then unboxed them on their social media feeds, sharing their feelings and thoughts as the reality of countless children suppressing their spirit became a tangible reality one could experience.\u201d The videos are a play on popular unboxing videos, in which people unpack gadgets and toys. Only this time, the unboxings have a much deeper meaning.<\/p>\n<p align=\"justify\">UNAIDS and FCB played on the theme of trans children being no different than any child who loves creating hiding places and what their hidden possessions reveal about that child\u2019s identity, preferences and dreams. For trans children, the act of hiding treasures becomes a way of hiding their identity from disapproving eyes. \u201cUnbox Me\u201d is an effort to symbolically unbox their secrets to the world and open the conversation for so many transgender children out there \u2014 not just in India, but everywhere.<\/p>\n<p align=\"justify\">The creation of \u201cUnbox Me\u201d is a partnership between FCB\u2019s India and Chicago offices, exemplifying how FCB brings together talent and expertise across its global network to create impactful work, work that addresses a global topic.<\/p>\n<p align=\"justify\">On the campaign, Mahesh Mahalingam, Director, Communications and Global Advocacy, UNAIDS, said, \u201cGender diversity is not just an issue for adults but for those of all ages including children. There are thousands of children like the ones who provided their boxes all over the world who want to express and claim their identities. And they should not have to wait until they become adults; it is too late by then.\u201d<\/p>\n<p align=\"justify\">He added, \u201cAs parents, as teachers, as brothers and sisters, as community members, we have to recognize and nurture children for who they truly are. Each of the objects in the boxes is a plea to be heard, to be loved, to be recognized.\u201d<\/p>\n<p align=\"justify\">\u201cUnbox Me\u201d builds on similar messages seen in UNAIDS and FCB\u2019s work from their yearlong partnership. For International Transgender Day of Visibility in 2021, they released \u201cThe Mirror,\u201d an award-winning film written by Bhattacharya that features a young boy looking in the mirror and dressing up as a woman to raise awareness about gender identity during childhood.<\/p>\n<p align=\"justify\">The \u201cUnbox Me\u201d initiative has already seen participation from prominent figures, like Indian filmmaker <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DGwSMvCo8MhLOwVAziwxEgpvAvtkfLDqOwZ3Usubm10Trjiz0f0JMzuQL2k_uq8tsfqUOm4LWS7I6Xg_HG7SVCDQ-AtY9MK1tY0a-eDpT_KZEzm3EGOUKEMAC6iva1HeV&amp;source=gmail-html&amp;ust=1648789530020000&amp;usg=AOvVaw21Voula5u6YcLseBOcDAYd\"  rel=\"nofollow noreferrer\">Zoya Akhtar<\/a> and popular TV journalist <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DxLtfJvxgHVTOvKjmjeW9bMIL75X7m5RU4ThQOsBFg-cLmeJGEEa9j0MTlW8n9nmkonlPsdbDqOu3ls07FQ_cHzgS8XLVsXyWhvl8J9K77GPow014P9vVT1oEayxNPcDv&amp;source=gmail-html&amp;ust=1648789530020000&amp;usg=AOvVaw0upSmgVlJfdgwW0j3worOU\"  rel=\"nofollow noreferrer\">Barkha Dutt<\/a>, and continues to garner support from the education community. Teachers at many schools have spread the message among their own teacher-student-parent community (e.g., The Shri Ram School, The Millennium Schools, the Mussoorie International School and Vasant Valley, to name a few). It will now travel to schools across India.<\/p>\n<p align=\"justify\">A study by the <em>Indian Journal of Psychological Medicin<\/em>e indicates that 31% of transgender persons in India end their life by committing suicide, and 50% of them have attempted suicide at least once before turning 20. Recent cases of suicide by students who identified as trans in Bareilly and Noida in Uttar Pradesh are clear indicators of rejection and abuse.<\/p>\n<p><strong>About FCB<\/strong><br \/>\nFCB (Foote, Cone &amp; Belding) is a global, award-winning and integrated marketing communications company with a heritage of creativity and success dating from 1873. Named Cannes Lions 2020\/2021 Global Creative Network of the Year,\u00a0<em>Adweek<\/em>\u00a02020 Global Agency of the Year, 2020\u00a0<em>Ad Age<\/em>\u00a0A-List and the #1 Global Network on The Good Report 2020, FCB focuses on creating <em>Never Finished<\/em> campaign ideas that have the power to transform brands, businesses and communities. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Visit\u00a0<a href=\"https:\/\/www.google.com\/url?q=http:\/\/fcb.com&amp;source=gmail-html&amp;ust=1648789530020000&amp;usg=AOvVaw3g1I8QXHIHpz9QIcxim4Ld\"  rel=\"noreferrer\">fcb.com<\/a>\u00a0or follow @FCBglobal on Instagram and Twitter and FCB Global on Facebook and LinkedIn.<\/p>\n<p><strong>UNAIDS<\/strong><br \/>\nThe Joint United Nations Programme on HIV\/AIDS (UNAIDS) leads and inspires the world to achieve its shared vision of zero new HIV infections, zero discrimination and zero AIDS-related deaths. UNAIDS unites the efforts of 11 UN organizations\u2014UNHCR, UNICEF, WFP, UNDP, UNFPA, UNODC, UN Women, ILO, UNESCO, WHO and the World Bank\u2014and works closely with global and national partners towards ending the AIDS epidemic by 2030 as part of the Sustainable Development Goals. Learn more at\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DkRwpWHa7Hqwq5flFnrkbruZJMSBM8uT4gbSD-ZeaevvzRg8yBsxt2Ju1lC1TfOt4a1lpR3hUO63Esfl8Xpgl5A%3D%3D&amp;source=gmail-html&amp;ust=1648789530020000&amp;usg=AOvVaw2D0D0kWfyyjXyfD3Y-bnzq\"  rel=\"nofollow noreferrer\">unaids.org<\/a>\u00a0and connect with us on\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3D3-XyZ1E5VWDEdt2bAc7L5f07t3dLDbGQi_twOV3lYKcXIoY5A6lIisITTuf_gvosy4ZgrxDi2sbaXBAfP8Ei3A%3D%3D&amp;source=gmail-html&amp;ust=1648789530020000&amp;usg=AOvVaw0s_lNOuM4aSHFvAV1J4VzK\"  rel=\"nofollow noreferrer\">Facebook<\/a>,\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DKjc1e8huT0dA6-2HO9OyVFUUI5EwBe9-IxJ5HS79_91CaU-GtOElJ8Sfa9B0_x1fEZSV6ESDKWmPE_bwCCoCGg%3D%3D&amp;source=gmail-html&amp;ust=1648789530020000&amp;usg=AOvVaw3i4oJ5RBVR0HYJtjtle9rE\"  rel=\"nofollow noreferrer\">Twitter<\/a>,\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DPJZdWPl_ptxc0XN4kPGAa3RqtvkRBP7gehvoPDRiknnWByKUl-LruiWYfC-MEeXY53oEGQuU-LKUl11yT9gnFdHvTCxJ1A7mULi4Qkvl23Y%3D&amp;source=gmail-html&amp;ust=1648789530020000&amp;usg=AOvVaw3NN6HURER5U9qQT-iMtcmH\"  rel=\"nofollow noreferrer\">Instagra<wbr \/>m<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DlbMIjIq9W6gUXxZiUTH7mOTWgxh8_OgaJGtrQLaeRYPx6knGDtAiZdzctACFZ-KBXhdjl3qqucOTwKT0h05AJfo2oLx3XHaZcc_MzpAbG3A%3D&amp;source=gmail-html&amp;ust=1648789530021000&amp;usg=AOvVaw3GzUbQloNgYIdBro7WcGZL\"  rel=\"nofollow noreferrer\">YouTube<\/a>.<\/p>\n<p><strong>Media Contacts:<\/strong><br \/>\nMelanie Mitchem<br \/>\n+1 917 902 0998<br \/>\n<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DYTnzeon-WHT7tkKeVnqBFQso5cs3nBJhzSB2jaTzYIItyeOjexN9dMRCkxTfggLNYHfcvyfGWGPXnyrZL8qXc-ZSWIaRSeXkbSJJIldzFPQ%3D&amp;source=gmail-html&amp;ust=1648789530021000&amp;usg=AOvVaw0bW1iygTC4ocNLE2KfPKkP\"  rel=\"nofollow noreferrer\">Melanie.Mitchem@fcb.com<\/a><\/p>\n<p>Charlotte Sector<br \/>\n+41 22 791 55 87<br \/>\n<a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3D28alaMyJNirf683PT3dut51W2uA4SbSsT77Vkj4z8tdinSrLcG_KMzondvLBWCZfMc7_-0Tcw5x2zCHcYUjEO6Ly4Ne3epof6ypFioFrhB8%3D&amp;source=gmail-html&amp;ust=1648789530021000&amp;usg=AOvVaw1-Ybav0MFet6TQCJTDBRhP\"  rel=\"nofollow noreferrer\">sectorc@unaids.org<\/a><\/p>\n<p>A photo accompanying this announcement is available at <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DiLXi2d3V6gb0qxJDp0klxTuPJBQXQkkOnV_TVHUFVWUJ9YeZFm84z0NTvM312uz5hEZQv8551pz-It9SmC6L3COdLPYJA2Y0V1pfT-9vwWbUTXIAjYB9HW8rFI_uzJYZM98qQYPsoi1K-qaGR06krGASnjoqT2o1cN-j8LT0P6ZUE6XEfKxbon37plKcMQhw6CHIhyTe_uUvWwUqo0wppjCSRrbKmr3xa9QGlbW6P8u-nSQOvJv6A7pbhu55b0G1Oofrs62WsQVcOXnczC9_3g%3D%3D&amp;source=gmail-html&amp;ust=1648789530021000&amp;usg=AOvVaw1z6Dz95dTsome2XhwCtEsQ\"  rel=\"nofollow noreferrer\">https:\/\/www.globenewswire.com\/<wbr \/>NewsRoom\/AttachmentNg\/<wbr \/>e2e293dc-0a09-4b9a-83ef-<wbr \/>91348696d9dc<\/a><\/p>\n<p>A video accompanying this announcement is available at<\/p>\n<p><a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.globenewswire.com\/Tracker?data%3DiLXi2d3V6gb0qxJDp0klxTuPJBQXQkkOnV_TVHUFVWUJ9YeZFm84z0NTvM312uz5q46_nIii-D3ykiW1KV0wt3Bg1e-Pnel-r3e-dIgESdzBjvIT3Yjy1LRyX89TIEeaQACIeL7KqQ5DwDmsygNTGqHQETtxf2gPAIaBMYM5v1406h-is-Y3gLUvOnOunM8ml-139BZF_v1IdDlWgm3wU5KD1SUHa_dl6oE1t7czan5KJQVv-pJD7A--a3X43OhEgcOTctlH1sHlY6EKebK9Ug%3D%3D&amp;source=gmail-html&amp;ust=1648789530021000&amp;usg=AOvVaw0D8h0ZMZTKDR8QSGGvMasd\"  rel=\"nofollow noreferrer\">https:\/\/www.globenewswire.com\/<wbr \/>NewsRoom\/AttachmentNg\/<wbr \/>346479eb-63ad-4dfc-937b-<wbr \/>2bea4f54794f<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u201cUnbox Me\u201d March 31 marks the Transgender Day of Visibility, a day to spread awareness about both the struggles and the successes of the trans community \u201cUnbox Me\u201d is a project by FCB India &amp; FCB Chicago that addresses the isolation and marginalization of trans children, which often begins within their own families Influential personalities [\u2026]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - 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