[READ ALSO: Deputies approved the gender identity law: now it goes to the Senate ] The campaign seeks to show the reality of trans people and defend their right to identity through information. “The idea is to combat the enormous lack of knowledge that exists about the trans reality. Since we detected that at the root of the rejection towards trans people is the fear of the unknown and of difference,” explains Armando Escoffier, designer and creative director of the campaign, who is also the father of a trans girl. “From my daughter’s transition, I also learned and realized that many people understand when they get to know us. That’s why the campaign is approached from a place of affection.” In the photographs, there are real people who tell their stories, claim their identity and that of their trans children, partners, siblings, and friends, while also providing information: “My child is trans and I support them with all my heart,” “I fell in love with your body and your trans being and I stand up for your rights”; “Love me as I am, love me trans.” The campaign was launched alongside a study—the EncuestaT—that revealed the exclusion and discrimination experienced by trans people in Chile. It concluded that this systematic segregation deprives them of full development in different areas of their lives. One of the most shocking findings was that 55% of transgender people had attempted suicide at some point due to the lack of recognition of their identity.

The viral response

The Santiago Metro has a space it lends to social organizations for their campaigns. "We presented this idea, and they found it interesting from the start. Although they asked for some changes to the initial proposal, it was always from a place of support," explained the campaign manager. On October 21, 2017, the #TransCampaign posters began appearing on the trains of lines 2 and 4. The impact was immediate. But it was last week that the reach exploded on social media: a Twitter user wrote, "Seeing this so that children and teenagers grow up with the image that it's normal to be this way, and they cover up their stupidity with the typical phrase 'Rights,' and the objective is something else." The Metro's communications team's response was what drew attention: "Prejudices like yours don't get on our trains." “Greetings,” they told the user. https://twitter.com/metrodesantiago/status/957266830233669632 “This response really impacted us and was very positive. It also surprised us because, while there had been previous aggression from some social media users, there hadn't been a response like this. That user had been reported and their account blocked. But nothing more,” explained Escoffier, who was also surprised that the campaign remained on one of the metro lines longer than planned. This is the first campaign they've carried out in public spaces, and it won't be the last. The idea, says Escoffier, is to extend it to other actions and locations, as well as evaluate its impact. “Because regardless of whether the gender identity law is resolved soon or not, all the cultural and educational work that needs to be done is enormous. So we want to continue with other campaigns under this same slogan, 'Diverse Identities, Equal Rights.'”