Pantene has released a new set of holiday-themed ads that feature transgender people as they return home for the holidays.
“137 million Americans will travel home this holiday season,” one ad begins. “44% of LGBTQ people feel they can’t come home as their true selves.”
The company’s “Coming Home Should Be #BeautifuLGBTQ” campaign features the Trans Chorus of Los Angeles singing the classic song “I’ll Be Home For Christmas” as smaller stories unfold about members returning home for the holidays.
Subsequent spots in the campaign feature the individuals highlighted in the main piece. One of them, MJ, reminds viewers that family isn’t always born, it’s chosen.
“The importance of finding chosen family, I think is key in the trans community,” MJ says. “For youth going home who are trans and gender-nonconforming, let the holidays be a time that they can remember you as your authentic self. Let it be a celebration like it is.”
The campaign was produced in conjunction with GLAAD and the company has pledged to donate $100,000 to Family Equality to further their work with queer families.