Brand: Barba Men's Grooming Boutique
Advertiser: Barba Men's Grooming Boutique
Lead agency: Terri & Sandy
Effie awards category context
If you're transgender, a simple haircut can be a magnet for discrimination. Inspired by Pride Month's inclusive values, Barba Men's Grooming Salon launched "Strands for Trans" and rallied against the hate. By tapping into the LGBT community's hearts, minds and flair – Barba sparked a pink, white and blue movement ignited by the colors of the transgender flag. On a budget of just $10,000, it generated 14MM earned media impressions, attracted the support of fashion icon Marc Jacobs, and led barbershops/salons in every state, including the red states, to sign up as trans-friendly.