Gendered Intelligence: Campaign response to the representation of gender in society
Developments of human rights over the last few decades are outstanding. However, as a society, transphobia is still a crucial problem that needs to be addressed. Gendered Intelligence does just this - they are a not-for-profit Community Interest Company who aim to increase understandings of gender diversity through creative ways. Therefore, the project developed into a campaign for Gendered Intelligence.
The project investigates this issue through social design, by creating an advertisement that directly targets individuals in intimate spaces, through facial recognition and interactive advertising. The aim of this advertising technique is to help society understand that transphobic language, actions, questions and comments are just as inappropriate towards cis-gender individuals, as they are to trans* individuals.
Social design allows us to educate society about issues that are important, and in this case, are often overlooked. For this project, not only do the aims include awareness of transphobia, but also of gender variation. The shocking statements used in this campaign reflect inappropriate language, commonly directed towards trans* individuals. Primary research has allowed this project to develop a purpose, as trans* interviewees have expressed their concerns for society’s obsession with genitals, and how this supposedly defines us. Thus, whilst this campaign highlights transphobia, it also emphasises our inability as a society to see past our gender, and most importantly, our genitals. The campaign reflects the cis-gender privilege that society seems to express as acceptable – the ability to ask inappropriate questions to trans* individuals, yet finding it uncomfortable when we are asked the same questions. The project epitomises the quote “treat others how you wish to be treated”. This is a problematic issue for the trans* community, who often express their fears of safety in non-gender variant spaces, not just for transphobia violence, but for questioning of their identity. 21st century society continuously emphasises that our appearance does not define us, therefore the same should be said for what is between our legs.
Publication can be viewed here
*Alan Richardson owns the rights to photographs 2,3