MUSE Platinum

United States

2021

The List

Entrant Company

Publicis

Category

Video

Client's Name

Citi

Sub-Category

Diversity & Inclusion (NEW)

What’s in a name? For some transgender and non-binary people, everything. According to the National Center for Transgender Equality, 68% of trans people don't have a single identity document that reflects their name. Why? Because if you’re trans or non-binary, legal name changes are difficult to say the least. Cost, court dates and discrimination are huge barriers. Citi became the first major U.S. bank to launch Mastercard’s True Name feature, providing customers the ability to use their self-identified chosen first name on eligible Branded credit cards and across customer service channels. Citi supported the initiative with a national broadcast spot on NBC. The film, The List, depicted trans and non-binary people in a way they’re not often seen in media: as themselves. Happy. Successful. In love. This was significant because trans individuals are still often depicted in stereotypes, tropes and “othered.” The focus is usually on the struggle of being trans versus than the joy that comes with getting to be who you are. The film was shot by cinematographer Bianca Cline and featured actor Asha Doucet, both of whom are trans. It took viewers on a journey alongside a trans man as he explores new names for himself. Through his conversations we learn how emotional choosing a new name is and how important it is to be acknowledged for who you are. In Asha’s own words, “I remember the first time I heard a stranger refer to me as “he,” and the first time I received mail with a “Mr.” in front of my name. It’s so validating…there was a time I didn’t think I would experience those things. The reality is that so many trans/non-binary people have yet to feel that validation. It is a lengthy and often times disheartening process to get a name and/or gender change on our government IDs. The fact Citibank is allowing trans/non-binary people to get that validation and to feel seen by allowing name changes on their bank cards is amazing. Not much feels better than being acknowledged for who you are.”

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