![]() For trans children, the act of hiding treasures becomes a way of hiding their identity from disapproving eyes. ![]() UNAIDS and FCB played on the theme of trans children being no different than any child who loves creating hiding places and what their hidden possessions reveal about that child’s identity, preferences and dreams. Only this time, the unboxings have a much deeper meaning. We sent these boxes to prominent people in the community, who then unboxed them on their social media feeds, sharing their feelings and thoughts as the reality of countless children suppressing their spirit became a tangible reality one could experience.” The videos are a play on popular unboxing videos, in which people unpack gadgets and toys. She added: ““Unbox Me” shows exactly that, every box opened revealed someone’s true self. ![]() In the case of trans children, however, they need to hide their box of treasures, since some of their most precious possessions don’t fit the gender norm that society expects them to conform to.” Swati Bhattacharya, FCB India’s creative chairperson, who conceptualized this campaign, said, “In India, children usually have a box which they use to store their most precious possessions. “Unbox Me” is a creative exploration of the theme of secrecy and hiding, and the campaign aims to spotlight the struggles of transgender children, like their being closeted and their discomfort with their assigned gender, many as early as the age of two. Part of the #SeeMeAsIAm campaign, “Unbox Me” is the latest collaborative effort from UNAIDS and FCB, whose ongoing partnership also included “The Mirror” in 2021. In the lead-up to the International Transgender Day of Visibility on March 31, The Joint United Nations Program on HIV/AIDS (UNAIDS) and FCB have partnered to launch “Unbox Me,” an initiative aimed at raising awareness for the rights of transgender children by empowering them to stop hiding their identities and embrace their true selves. Influential personalities and community leaders are unboxing the hidden childhood treasures of transgender people on social media, to create awareness and demand acceptance “Unbox Me” is a project by FCB India & FCB Chicago that addresses the isolation and marginalization of trans children, which often begins within their own families March 31 marks the Transgender Day of Visibility, a day to spread awareness about both the struggles and the successes of the trans community
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