E45 Launches Inclusive 'This Is Me. This Is My Space' Campaign

E45 is supporting transgender, non-binary and gender diverse people with the release of a new campaign - ‘This Is Me, This Is My Space’ – which has won the annual Channel 4 Diversity in Advertising Award. The campaign will be backed by over £1 million worth of commercial advertising airtime across the Channel 4 network. This year’s brief was to focus on a misrepresented part of the LGBTQIA+ community – E45 responded with a playful yet profound pitch centring transgender community members: women, men and nonbinary people.

The new campaign focuses on trans women performing their daily skincare routines, a ritual that will be familiar to so many viewers. It captures the simple pleasure of being in your own bathroom, giving time to skincare – an opportunity to feel rejuvenated and comfortable just as you are, in a world that can at times feel inhospitable. Alongside the campaign film, the social- first programming has been created by 4Studio, Channel 4’s content and social division, with Channel 4 Sales’ social branded entertainment team.

Sally Perry, Global Skin Health Category Director on E45 at Karo Healthcare, said: “We’re proud to share this first of a kind portrayal of trans women on their journey to becoming more comfortable in their skin, shining a light on the realities – both painful and joyful – involved. In doing so, we hope to create visibility and empathy for all trans people. E45 has always been a brand for everyone. We have been skin experts for over 70 years, providing solutions for a vast range of skin conditions. We are committed to making skin feel comfortable so that everyone can feel comfortable in their skin.”

Complementing the TV ad, next week sees the launch of a range of social-first programming, In My Skin, which sees a diverse collective of Trans people share their experiences of transitioning. The series shares trans people’s diverse personal experiences, focusing on the struggles individuals can face before deciding to transition, as well as the empowerment of embracing their authentic selves.

To find out more, visit www.e45.com/uk/skin-through-transition/