Inside E45’s empathetic campaign for trans community comfort

Our research led us to Reddit forums, where trans communities were openly discussing the dermatological challenges they faced during gender affirmation treatment. A poignant post from one trans Redditor, "for the first 20 years of my life I barely ever felt comfortable in my own skin, if even at all,” ignited our curiosity and empathy.

Conducting in-depth and intimate research with members of the trans community, we came to understand that no one feels more uncomfortable in their skin than someone assigned a gender they don’t identify with, and the depth of dermatological challenges someone faces when undergoing gender affirmation treatment are extensive. From shapewear, waxing, tucking, surgery scars, to makeup removal and HRT, one participant said her skin felt “under constant harassment” while another said electrolysis made her face “look like it's been attacked by a hive of bees”.

We recognised that navigating gender affirmation treatment means facing unique and overlooked dermatological challenges where E45 could help, however we also recognised the sensitivity of the issue and the potential for harm if not approached with utmost care. We established a rigorous objectives framework rooted in two interconnected needs:

• Physical Comfort: Addressing the lack of reliable dermatological guidance for trans individuals and healthcare professionals (HCPs).
• Emotional Comfort: Countering negative stereotypes by fostering understanding, challenging misconceptions, and building empathy with the trans community.

This framework ensured that our campaign would not only address a genuine social need but also align with E45's brand values and contribute to a more inclusive and equitable society.

Execution: Creative Excellence and Implementation

Though confident in our insights, we knew execution would be critical. We had witnessed well-intentioned brands stumble before us, inadvertently alienating the very community they sought to support. Some reinforced harmful stereotypes, while others failed to protect their talent from online harassment. We’d learned from the trans community that misrepresentation at scale was far more damaging than no representation at all. It was vital our creative process was deeply collaborative, shaped by continuous feedback and ongoing dialogue with the trans people, to craft tone and nuances in our storytelling.

There were four important ingredients to our approach:

• Bathrooms are battlegrounds: The debate around trans people in public bathrooms was raging and a distraction. Our campaign, like E45, lived in the privacy of bathrooms at home – a personal sanctuary where we can all appreciate the space to care for ourselves.
• Universality over difference: Advertising often makes ‘transness’ the summation of a trans person's whole identity. We needed to emphasise the common human experiences all people share in their bathrooms, rather than focusing on differences.
• Celebrate trans joy: Trans people often get defined by their struggles, but the journey of transitioning is full of moments of immense joy, self-discovery, and liberation - of becoming who you truly are. We needed to capture this often-overlooked aspect of transitioning, moving beyond the tired trope of the “sad trans woman applying lipstick in the mirror.”
• Create for the community: Brands often wield representation for performative allyship. Our priority would be a campaign that resonated with and bolstered the trans community first, with the aim of educating cisgender audiences, second.

The TV spot, "This is My Space. This is ME45," provided intimate and light-hearted glimpses into the daily skincare routines of trans women in the sanctuary of their bathrooms. This setting, both personal and universal, allowed us to showcase the everyday rituals – the shaving, the moisturising, the quiet moments of self-care – that are part of everyone's journey to feeling comfortable in their skin, but take on a deeper meaning to someone who is transitioning.

The campaign team, made up largely of LGBTQIA+ individuals and with the insight of a trans Creative Director was bolstered with trans voices from DEI consultancy, The Diversity Standards Collective. Ensuring our casting was meticulous, prioritising real, diverse trans women who could bring their unique experiences to the screen. The creative team also incorporated subtle details and Easter eggs that would resonate with trans viewers, signalling a genuine understanding and respect rarely seen in mainstream media. This attention to detail was crucial in building trust and demonstrating a genuine commitment to allyship.

Beyond the TV spot, the campaign was bolstered by social content from trans influencers, who shared their personal transitioning journeys. This content was carefully curated to ensure authenticity and avoid any potential for exploitation or misrepresentation.

To further demonstrate their commitment to the trans community, E45 also created specialised content providing detailed information on how to care for transitioning skin. These resources empowered trans patients and healthcare professionals with knowledge for self-care, addressing a significant gap in the healthcare system - with our learnings published in the International Journal of Transgender Health and presented to over 1700 trans healthcare experts, in partnership with trans HCPs, including Dr. Kamilla Kamaruddin.

The campaign launched on Channel 4 on IDAHOBIT Day (International Day Against Homophobia, Biphobia and Transphobia), maximising its reach and impact. Recognising the potential for online harassment, the team developed an extensive safeguarding process to protect trans talent from trolling and negative comments.

Results: Outcomes and Effectiveness

The "This is My Space. This is ME45" campaign delivered remarkable results, demonstrating the power of marketing to drive both business success and positive social change.

• Improved Brand Health: Ad awareness soared by 77%, making E45 the brand with the largest Advertising Awareness increase in the UK for June 2024, according to YouGov. Positive buzz increased by 64%, and brand consideration among 18-34 year olds leaped by 17%.
• Business Growth: Purchase intent surged by 28%, culminating in a 4.3% increase in total value sales and a remarkable 82.7% sales growth on Amazon during the campaign period.
• Enhanced Trans Visibility: The campaign won Channel 4's Diversity in Advertising Award, accessing £1m+ supplementary media investment to further amplify our message of inclusivity, driving representation in a world where less than 1% of advertising features trans individuals.
• Positive Social Impact: Despite prevalent hostile trans narratives, online sentiment was overwhelmingly positive, with "joy" representing 73% of campaign-related conversations. 88% of LGBTQIA+ individuals reported feeling more comfortable in their skin after viewing the ad.
• Healthcare Impact: Over 1700 healthcare professionals were presented with the Dr. Kamaruddin commissioned research on transitioning skin at WPATH Scientific Symposium in Lisbon. The paper was downloaded 1500+ times in the first 90 days across the UK, US, AUS, IND, and CAN.
• Industry Influence: The published 'Mirror on the Industry' report lays groundwork for marketing industry change, offering guidance to reshape trans representation in media.

These results demonstrate that inclusive advertising, rooted in empathy and authenticity, can be a powerful force for good. E45 not only achieved significant business success but also made a tangible difference in the lives of trans people, fostering understanding, challenging prejudice, and promoting a more inclusive society. The E45 campaign is more than just an advertising success story; it's a testament to the power of brands to drive positive social change. By embracing a genuine social purpose, E45 has not only revitalised its brand but also contributed to a more equitable and understanding world. This campaign offers a blueprint for brands seeking to make a difference through marketing, showing empathy and social responsibility can be a winning formula.