Starbucks has a long-standing history of driving forward gender equality. A constant supporter of PRIDE, Starbucks also offers transgender staff in the U.S. health cover for transition surgeries whilst also soliciting the police to create ‘safe places’ for the LGBT+ community in their stores. Whilst this epitomised the progressive spirit of the brand, Starbucks’ efforts were lesser known in the U.K. At a time of socio-political turmoil, with the LGBT+ community experiencing the sharp end of division and hate crime, Starbucks saw a chance to re-ignite their values and lead the change in an area that needed it most. Creating a platform together with the transgender community and shining a light on their personal journeys of identity and acceptance, we set out to achieve two things: 1. Drive positive impact and change for the transgender community and 2. Re-invigorate Starbucks as a symbol of progress it always was.

‘What’s your name?’ is about the signature Starbucks act of writing your name on your cup; an everyday gesture many of us take for granted, but which can be a significant act of acceptance for transgender people on a journey of self-identity. The film tells the story of a young trans man facing the everyday challenge of repeatedly being called a name he doesn’t identify with – even by family. It culminates with him trying out his chosen name for the first time at a Starbucks store, by asking to have the name James written on a cup, which is called out by a barista.

Our names are important statements of identity. Most are proud of the names given to them and pleased to hear it when said. However for the transgender community, birth names that represent a gender they do not identify with can bring with it a real sense of uneasiness and even trauma. 'Deadnaming' is a common phenomenon where birth names are incorrectly used instead of chosen names. Official records are difficult to change and so are habits, therefore official environments and even being amongst friends and family can bring about situations of deadnaming. Whilst most may take the Starbucks experience of name-taking for granted, this simple act of recognition was actually having a profound impact on the transgender community. We discovered, there were common instances of Starbucks being the place of choice to try out chosen names and hear their name being embraced in a safe environment, in the wider world.

The campaign hinged on three fundamental parts. The first was a film for TV and Online that brought to life the very real story of a young transgender individual experiencing the challenges of dead-naming until he uses his chosen name at a Starbucks, which is warmly recognised to his delight. Given the story was of an experience common to many, the second component were a series of ‘moving portraits’ which brought to life further individual stories of real transgender people and their identities online. Underpinning all of this was perhaps the most fundamental part, which was the partnership with young transgender charity, Mermaids. A special edition cookie was created, from which sales would contribute to supporting the Mermaids helpline. Mermaids were also critical as a sounding board throughout the whole process offering a duty of care to all involved, providing support and advice around what can be a sensitive topic.

Within 4 days of launch there were 210 global media mentions (99% positive) and potential social media reach was 135.8 million. Importantly, the positive response from the transgender community validated the cause was just and handled with integrity. Consumer engagement on Twitter & Facebook a week before the campaign was at 1,898 but increased to 4,045 during the first week of launch with a 7% increase in positive sentiment. TV viewing completion rates hit 97.75% against an industry benchmark of 63.10%. The ultimate intent was to offer real support; sales of the special Mermaids cookie are ongoing but will raise a minimum of £100,000 for the Mermaids charity, funding an extension of their helpline hours for 1 year+. The cookie sold out in the first week with production needing to be increased (48,000 sold in the first 2 weeks) and the helpline received 6X increase in calls in the week.