The Voice of Change is a radio spot recorded over seven months that follows a transgender person’s journey from female to male, just by the sound of his voice. Alex, the voice, receives testosterone shots as a part of his sex reassignment therapy. These hormones effects every aspect of his body, including the depth and tone of his voice. So for every shot of testosterone, Alex made a new voice recording. The recordings were then combined into one important message. By using audio as our primary medium, we literally gave voice to a marginalized group who rarely gets heard and at the same time demonstrated a brave journey that bridged time, geographical distances and gender barriers.

The Voice of Change was broadcast on national radio in Sweden during the end of December of 2017, and shared online on EuroPride 2018's own channels as well as on other Pride organizations and affiliates social media as a film documenting the project and displaying the message of change. During the first 30 days, the film was seen on YouTube and Facebook over 75000 times and gained attention both nationally and internationally.

The campaign took off instantly in Sweden, from Sweden’s biggest LGBTQ magazine QX to social news site Feber and tourist-promotion initiatives like Visit Stockholm. And it generated European and global attention, getting press in Huffington Post both globally and locally, and received praise from media outlets and NGOs like Diversity ACT, GGG in Austria, Ethical Marketing News but also got the attention of marketing and creative outlets. LGBTIQ influencers and Pride organizations shared ”The Voice of Change” on Twitter and other social media, amplifying our message and inviting more people to come to EuroPride 2018 Stockholm Gothenburg. We had raised our voice for transgender rights and helped put EuroPride 2018 on the agenda.

The Voice of Change is an idea that, at its core, is pure unskippable audio content that captures the fight for fundamental human rights. It's an innovative radio spot documenting the journey of a transgender person becoming the person he was meant to be. It's 40 seconds of pure content that challenged prejudices about gender and stereotypes and lets listeners on a journey that few gets to experience.

Our strategy and reasoning for using audio as our primary medium and focused our whole idea on the audio content were to create awareness for transgender rights by using a voice that challenged prejudices about gender and stereotypes. By using Alex voice - raw, honest and in transition - we were able to take listeners on a journey that demonstrated the struggles that comes with being born in the wrong gender and the importance of being able to be who you are. The Voice of Change gave an insight into a world not many are familiar with and provided both a greater understanding but also an opportunity to take a stand. It was aired on national radio in Sweden and also spread in EuroPride 2018’s social media channels as a film documenting the project. The target audience was potential festival visitors, both within but also outside of the LGBTIQ community.

Behind the glitter and festivity that characterizes a Pride Festival lies a dark history, forgotten by many. Both within but also outside of the LGBTIQ community. EuroPride 2018 wanted to remind people of how much there’s left to do and what it is that they’re fighting for - the human right to be who you are. But the right to be who you are is not given to everyone. In over 60 countries in the world, changing your gender identity is illegal. So to raise awareness about transgender rights, we created The Voice of Change. The target audience was potential festival visitors both within, but also outside of, the LGBTIQ community.