The Voice of Change is an innovative 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 aired 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.

The campaign took off instantly in Sweden, from Sweden’s largest LGBTQ magazine QX to social news site Feber and tourist-promotion initiatives like Visit Stockholm. It also 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. LGBTIQ influencers and Pride organizations shared ”The Voice of Change” on 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.