Social marketing agency GOODSTUPH is shining the spotlight on the trans community by launching merchandise in line with Pink Dot Singapore 2021, with proceeds going to The T Project. The T Project is a Singaporean social service group providing shelter and other social services for the transgender community. The campaign features portraits of people from the local transgender community, putting them in the spotlight and on a pedestal with a crown on their heads, bringing them to the forefront in this edition of the Pink Dot.
They will also share their stories in a video series to be released on GOODSTUPH’s Instagram and Facebook page during this Pride Month. Along with that, the agency has released three different posts on its Instagram and Facebook pages, dedicating each post to three different individuals who have been given the titles the Goddess of Love, the God of Harmony, and the Goddess of Horizons.
Drawing inspiration from this year’s theme of “Let Light Lead the Way”, the merchandise line-up includes a t-shirt, a set of holographic stickers, and an exclusively-created candle. According to GOODSTUPH, the candle comes in the limited-release scent “Smells like the Gay Agenda” and was done in collaboration with Candles of Light. The accompanying tagline of “Love is Brighter” is about sending a message of hope and positivity to all members of the LGBTQ+ community, especially those who have experienced discrimination. GOODSTUPH added that it is also a reminder that the light of love is always brighter than hate.
“Since 2017, GOODSTUPH has been a supporter of Pink Dot. The T in LGBT often or not, has been the most invisible group in our community, if we may admit," founder of GOODSTUPH, Pat Law, said. Law added that "we are part of the problem" but also noted that there is an opportunity to be part of the solution. "We are most proud to collaborate with The T Project to shine the spotlight on transgenders in Singapore,” Law added.
June Chua, founder of The T Project said: “I am 100% behind this as it’s the first time I’m seeing a campaign featuring exclusively transgender talents." Chua added that the transgender community has always been perceived as the visible yet invisible community.
The T Project is Singapore’s first and only social service for the transgender community. According to its website, the community set up its first shelter in June 2014 after it saw that there were many gaps in the existing social service sectors, which did not address the needs of Singapore’s transgender community. Its website states that the shelter is the only social service in Singapore that exists specifically to cater to the female transgender community and transgender people living with HIV.
Pink Dot announced in May its "Let Light Lead the Way" edition of the annual LGBTQ-affirming event. In its press statement, it invited individuals to dress up in their homes and businesses with exclusive pink lights and decorations from the organisation and show up for its livestream event on 12 June. It also invited supporters to sign up online to leave messages of love and support, and form its digital pink dot.
This digital event follows the cancellation of its rally in 2020, due to the health and safety concerns of the community and Singaporeans previously. This came amidst the Ministry of Health’s advisory in limiting large crowd gathering in close proximity during that year. The rally went on in the form of a livestream programme on 27 June 2020. In 2019, the Pink Dot event saw businesses such as ad agencies TSLA, GOVT as well as eateries Bollywood Veggies, Straits Clan and automotive company Alfa Romeo pledge to support the movement.
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