GREY becomes THEY: A rallying cry for greater trans inclusion in advertising
Grey is rebranding as They London, in a push for greater visibility and representation of the trans community in advertising.
The rebrand is in response to Government policy that continues to neglect and exclude trans people from public spaces and healthcare.
Transgender Day of Visibility is observed on 31 March, to celebrate trans people and raise awareness of the discrimination faced by the trans community worldwide. Grey’s rebrand is a nod to they/them pronouns adopted by many non-binary and gender non-conforming people not currently recognised by UK law.
In 2021 the UK Government rejected a petition signed by more than 130,000 to amend the Gender Recognition Act 2004 to include recognition of non-binary gender identity.
Without recognition under law, trans and non-binary people have unequal footing to advocate for their basic human rights. A new report from a review commissioned by NHS England into the state of trans healthcare in the UK found that the public health services available to trans youth are insufficient and unsustainable, with waiting lists of up to two years leaving trans youth at “considerable risk”.
The same report called for significant service transformation to offer the same standards of clinical care, assessment and treatment for gender non-conforming youth that are currently offered to other young people. Asked about the report findings in the House of Commons last week, Prime Minister Boris Johnson responded, "When it comes to distinguishing between a man and a woman, the basic facts of biology remain overwhelmingly important".
In They London’s own offices in the new WPP Rose Court campus, agency leadership’s efforts to install gender-neutral bathroom facilities have been impeded by government building regulations that mandate single-sex bathrooms in public spaces and workplaces.
Rebranding to “They London” is an effort to demonstrate the power of representation to support the trans community when Government policy and rhetoric leaves them behind.
The rebrand is They London’s commitment to leading the charge in increasing trans visibility in advertising.
Laura Jordan Bambach, president and chief creative officer of They London, said: “As an agency committed to the collision of difference, we are proud to champion diversity and strive to be an inclusive home for people of all gender identities. Trans rights are human rights, and we at They London are proud to support our trans siblings in their fight for representation and equality.”
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: