International Human Rights Day: Change The Clap

On International Human Rights Day, BBDO and Proximity Pakistan collaborated with Asia Pacific Transgender Network to bring a crucial issue to the forefront with the launch of a campaign called #ChangeTheClap to raise awareness about the hardships faced by transgender people in Pakistan, help fight transphobia and advocate equal opportunities for them. The campaign is based on a powerful insight associated with transgender people specifically in the subcontinent: the clap. The transgender clap is distinctly horizontal flat palms striking against and perpendicular to each other, with fingers spread as opposed to the common applause-style, vertical palm & closed fingers strike.