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VMLY&R Presents You Belong

Talent: Valentina Sampaio - Independent, Claudia Malaguerra - Starbucks Brazil, Beth Wade - VMLY&R, Rafael Pitanguy - VMLY&R BRASIL

Category: Keynotes

Around the world, trans communities face stigma, violence, discrimination and legal systems that fail to protect or recognize their identities. Something as basic as identification can be a prohibitive reminders that trans people belong. At Starbucks, anyone who orders a drink at the counter has the right to any name they’d like written on the cup--without question or judgement. Transforming brand values into action, Starbucks and VMLY&R partnered to create a radical campaign that invited trans people to truly be seen. Hear how Starbucks transformed its stores into legal offices that offered free guidance and resources to change names on legal IDs--and change lives. We'll explore the challenges facing the trans community and how brands can power the allyship movement.


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