Europride - The Voice of Change (2018)1:25 - Sweden

The Voice of Change is a radio spot recorded over seven months. Why seven months? Because Alex is taking male hormones during this time, and the effect in the radio ad is that Alex's voice gets deeper and deeper for each line read. Now, that is pretty clever and engaging, I must say. My only beef with the ad, really, is the platitudes spoken. The same empty phrases can be read and have been said in so many places, by so many people already. But I suppose it's a delicate topic to breach, and one wants to tread carefully so as not to offend anyone as what is considered offensive changes quickly. For example the phrase "transitioning into the person I should have been born as" is now seen by some as a dangerous suggestion as it "others" a body and suggests it is a machine-like thing of swappable parts, instead of a part of you. Which can increase dysphoria in a person who has it, alienating them even further from their own body.

Ad Agency: Åkestam Holst

Creative Director: Magnus Jakobsson

Art Director: Eva Wallmark

Copywriter: Stephanie Moradi

PR: Ida Persson 

Planner: Karl Wikström

Production Company: Flickorna Larsson

Sound Producer: Karolina Kilgren

Account Manager : Michaela Winckler

Creative: Stephanie Moradi 


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