Transgender communities face an increased risk of violence and hate, especially in today’s divisive climate. It may take years, even decades, for a transgender person to begin living their truth, and anti-trans violence threatens to make their lives even shorter. It’s a brutal reality that White Ribbon — a committed ally dedicated to building a world free of all forms of gender-based violence and discrimination — wanted to make more Canadians aware of.

A PSA filled with heartbreaking statistics might be effective, but as White Ribbon’s strategic and creative partner, we wanted to help them take a different approach. One that illustrated the rise of anti-trans violence and its tragic consequences without erasing the positive experiences of transgender individuals living their authentic lives.

Our resulting campaign, Short Life Stories, chronicles the life of a young transgender woman as she transitions. The film spotlights the joy she experiences as she begins her true life, while emphasizing the adversity she faces in the form of discrimination and gender-based violence — a stark contrast that underscores the critical need to dismantle transphobia.

We launched the campaign during Transgender Awareness Week (November 13-19) and continued it through 16 Days of Activism Against Gender-Based Violence (November 25-December 10). By coupling empowering narratives with devastating truths, Short Life Stories built meaningful allyship with the trans community and catalyzed advocacy from brands, political leaders, and global organizations — including UNESCO, which is using the film to promote trans rights globally.