Starbucks has a long-standing history of driving forward gender equality. A constant supporter of PRIDE, Starbucks also offers transgender staff in the U.S. health cover for transition surgeries whilst also soliciting the police to create ‘safe places’ for the LGBT+ community in their stores. Whilst this epitomised the progressive spirit of the brand, Starbucks’ efforts were lesser known in the U.K. At a time of socio-political turmoil, with the LGBT+ community experiencing the sharp end of division and hate crime, Starbucks saw a chance to re-ignite their values and lead the change in an area that needed it most. Creating a platform together with the transgender community and shining a light on their personal journeys of identity and acceptance, we set out to achieve two things: 1. Drive positive impact and change for the transgender community and 2. Re-invigorate Starbucks as a symbol of progress it always was.

‘What’s your name?’ is about the signature Starbucks act of writing your name on your cup; an everyday gesture many of us take for granted, but which can be a significant act of acceptance for transgender people on a journey of self-identity. The film tells the story of a young trans man facing the everyday challenge of repeatedly being called a name he doesn’t identify with – even by family. It culminates with him trying out his chosen name for the first time at a Starbucks store, by asking to have the name James written on a cup, which is called out by a barista.

Any service brand can call itself inclusive by saying they ‘welcome everyone’. To do it credibly means connecting this to the experiences people have with the brand.

The Starbucks names-on-cups ritual allowed baristas to be more considerate of the person standing in front of them, and allowed customers, no matter who they were, to have their personal identity recognised and welcomed.

Whilst we understood the importance of recognition, it wasn’t until we connected with the transgender community, did we unlock its true potential.

Where birth-names are commonly used instead of chosen names (‘deadnaming’), Starbucks was a place they felt comfortable trying out their chosen name, confident that it will be accepted and used.

Insight: Knowing who you are is one thing, but having your chosen identity embraced by others can be life-affirming

Proposition: Whoever you are - or want to be - Starbucks sees you, recognises you and welcomes you

The campaign hinged on three fundamental parts. The first was a film for TV and Online that brought to life the lived reality of a young transgender individual experiencing the challenges of dead-naming until he uses his chosen name at a Starbucks, which is warmly recognised to his delight. Given the story was of an experience common to many, the second component were a series of ‘moving portraits’ which brought to life further individual stories of real transgender people and their identities online. Underpinning all of this was perhaps the most fundamental part, which was the partnership with young transgender charity, Mermaids. A special edition cookie was created, from which sales would contribute to supporting the Mermaids helpline. Mermaids were also critical as a sounding board throughout the whole process offering a duty of care to all involved, providing support and advice around what can be a sensitive topic.

Within 4 days of launch there were 210 global media mentions (98% positive) and potential social media reach was 135.8 million. Importantly, the positive response from the transgender community validated the cause was just and handled with integrity. Consumer engagement on Twitter & Facebook a week before the campaign was at 1,898 but increased to 4,045 during the first week of launch with a 7% increase in positive sentiment.

TV viewing completion rates hit 97.75% against an industry benchmark of 63.10%.

The ultimate intent was to offer real support; sales of the special Mermaids cookie are ongoing but will raise a minimum of £100,000 for the Mermaids charity, funding an extension of their helpline hours for 1 year+. The cookie sold out in the first week with production needing to be increased (48,000 sold in the first 2 weeks) and the helpline received 6X increase in calls in the week.