Transgender individuals in Bangladesh are called the 3rd gender. These two words, “3rd Gender”, wraps all their discomfort, fear, seclusion and status as a social pariah into a socially acceptable statement. But the status of these 150,000 individuals, who still lack access to mainstream education and jobs, remain unchanged and in many ways deteriorating.

The government of Bangladesh has also stepped up their effort by officially recognizing the transgender community with a change in law. But the mainstream society is still sceptic towards them.

Robi Axiata believes in the ability of people to rise against adverse situations and shine through the power of positive actions. The brand decided to spark a public conversation around a social taboo - the unfair treatment of the transgender community.

We picked the Muslim holy month of Ramadan as the launch date. This month is all about forgiving and sharing good things with each other. The positive vibe helped us keep the conversations in the right track.

We started with just a simple video post and kept monitoring results. We had budgets in hand to promote the content if necessary to the right audience. But it was immediately picked up by active social media participants and they ran with it like wildfire. Within just 48 hours, the video reached more than 4 million people, unpaid.

The comments and feedback started pouring in, and our team leveraged the conversations. They discussed in detail with the negative respondents while encouraged the positive responders.