Starbucks' winning entry in Channel 4's annual Diversity in Advertising Award backs the transgender community at a time when LGBT+ people still remain greatly misrepresented in advertising.
The ad follows James during his difficult transition process as people continue to call him by his birth name, Jemma. Based on the real-life experiences of some transgender YouTubers, it culminates with a moment of acceptance and recognition when he tries out his new name for the first time publicly at a Starbucks store. The story captures a true insight about the struggles of gender diverse people forming their identities. Along with the film, the campaign will raise funds for the charity Mermaid, which supports young trans people and their families through its helpline services.