In an unprecedented move, the Victorian Government has launched a powerful campaign, ‘The Unsaid Says a Lot,’ which shines a spotlight on the silent yet pervasive discrimination faced by trans and gender diverse individuals. Developed by the positive change agency Think HQ, this initiative is the first government-led campaign of its kind in Australia, emphasizing the often overlooked non-verbal cues and micro-aggressions that contribute to a culture of exclusion.
Think HQ, renowned for its expertise in the LGBTIQA+ space, adopted a co-design approach for this campaign. Collaborating with representatives from Victoria’s trans and gender diverse community, including the esteemed transgender director, actor, writer, and producer Harvey Zielinski, the agency ensured the campaign’s authenticity and impact.
Through a series of workshops, Think HQ uncovered the profound extent of unspoken discrimination trans and gender diverse people endure. Remarkably, research indicates that 93 percent of communication is non-verbal. These insights informed the campaign’s creative platform, highlighting how small, unspoken biases accumulate to foster a larger culture of exclusion.
The centerpiece of the campaign is a poignant 60-second film depicting five everyday scenarios where trans and gender diverse individuals experience either exclusion and rejection or welcome and acceptance. These scenarios, ranging from sharing an elevator to joining a footy team, are also featured in print and out-of-home (OOH) executions with the campaign tagline, ‘The unsaid says a lot. So, think about what you’re really saying.’
Minister for Equality, Harriet Shing, emphasized the campaign’s significance, stating, “This campaign is all about encouraging people to stop and think about how their actions towards trans and gender diverse people can make a huge difference – for better or for worse. We know that our interactions with others really matter, and this campaign is part of our ongoing work to reduce discrimination and stigma, and to contribute to more inclusive connections for trans and gender diverse people.”
Think HQ’s Chief Creative Officer, Andy Lima, remarked, “The power of this campaign lies in its co-creation with members of the trans and gender diverse community. Our aim was to deliver a state-wide campaign that celebrated and raised awareness of the community’s experiences, supporting greater inclusion and addressing trans and gender diverse discrimination.”
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Harvey Zielinski expressed his support, saying, “I think this campaign is really important and powerful and I’m really pleased to be involved, especially in light of the vitriol we’ve witnessed towards the trans and gender diverse community over the past year. I wish we didn’t need to campaign for respect. I believe acceptance and inclusion should be a given, a bare minimum societally. I hope campaigns like this help work towards this goal, and improve the day-to-day lives of trans and gender-diverse people.”
The campaign, supported by a La Trobe University survey revealing the high prevalence of unfair treatment towards trans and gender diverse people, is part of the Victorian Government’s Pride in our Future: Victoria’s LGBTIQA+ strategy 2022-32. This initiative is dedicated to promoting equality and inclusivity for LGBTIQA+ communities across the state.
The work launched across various media channels, including online, print, outdoor, and social media on June 26. For more information and to access resources, visit The Unsaid website.
About Think HQ
Think HQ is an award-winning, full-service agency working with like-minded clients to create positive outcomes for people, places, and our planet. With over 90 staff across its Melbourne and Sydney offices, including specialist multicultural communications arm, CultureVerse, Think HQ is The Positive Change Agency.
