Inter-LGBT's 'Love You, My Girl' campaign, created by TBWA\Paris in 2019, used emotionally driven film to address family rejection of trans youth across France.
ARCHIVEHow Inter-LGBT and TBWA Made Trans Youth Visible in France
Inter-LGBT's 'Love You, My Girl' is a 2019 French public interest film campaign, created by TBWA\Paris, that uses a parent-child narrative to confront the rejection faced by young transgender people and direct French families toward support resources.
The campaign launched on 28 March 2019, according to coverage by Little Black Book and adsoftheworld.com, and was published across national television, web platforms, and social networks throughout France. Its primary mechanic was a single emotionally driven film — distributed under the French title 'Je t'aime ma fille' — supported by a dedicated bilingual website, SupportTransPeople.com in English and soutenonslespersonnestrans.fr in French. The site offered guidance, testimonials, statistics, partner-association contacts, and information about transgender rights in France, functioning as a conversion layer beyond the film itself.
Inter-LGBT is a collective of approximately 50 LGBT organisations in France, as reported by musebyclios.com and lbbonline.com. The 2019 campaign represents a strategic evolution from the collective's earlier collaboration with TBWA on 'The Obstacle Course,' a public interest film launched in March 2016 that addressed broader LGBT discrimination in France, according to inter-lgbt.org. Where that earlier work surveyed systemic barriers facing the LGBT community, 'Love You, My Girl' sharpened its focus specifically on young transgender people, the centrality of parental acceptance, and the risk of abuse and family rejection — a deliberate narrowing of audience and message. The campaign activated the hashtag #SupportTransPeople to extend reach across social networks, inviting public solidarity alongside institutional awareness. Clapboard Score: 63/100.
TBWA\Paris identified the family unit as the most consequential and emotionally accessible entry point for a French public audience confronting transgender issues. The campaign's strategic rationale rested on a documented social reality: according to lbbonline.com, the campaign cited the statistic that approximately 85% of trans youth in France experience rejection within their family environment, making parental relationships the single highest-stakes variable in trans youth welfare. Addressing that relationship directly — rather than legislating or abstractly advocating — gave the creative work both urgency and specificity.
In France, public attitudes toward LGBT rights have shifted considerably over the preceding decade, yet awareness of transgender-specific experiences has lagged behind broader LGB visibility, as noted in coverage by musebyclios.com. Inter-LGBT, representing approximately 50 organisations across France, required a campaign that could speak simultaneously to families who may not have previously considered trans identities and to institutions capable of providing support. The dual-platform strategy — broadcast television for reach and SupportTransPeople.com for depth — addressed both audiences through different mechanisms.
The competitive context for public interest communication in France in 2019 included campaigns from organisations such as SOS Homophobie, which has historically focused on hate-crime reporting and victim support, and DILCRAH, the French government's interministerial delegation against racism and anti-LGBT hatred. Against those more institutionally oriented campaigns, Inter-LGBT and TBWA\Paris chose emotional narrative over informational authority — a choice that aligned with TBWA's broader creative philosophy of using disruptive storytelling to shift cultural norms rather than simply disseminating facts.
Director Guilhem Machenaud led the film's production through Wanda Paris, the French production company credited across coverage by shots.net and adsoftheworld.com. The film is constructed as an intimate domestic narrative, placing a parent and a transgender child within a recognisably ordinary French home, and allowing the emotional logic of parental love to carry the campaign's advocacy argument without explicit didacticism. The craft decision to withhold direct statement in favour of observed behaviour is central to why the film functions as public interest communication rather than public information announcement.
Director of photography Arnaud Schulz handled the visual execution, according to adsoftheworld.com and shots.net, with production management by Benjamin Zorrilla. Post-production was handled by TBWA\Else, with post-producer Elise Gamboa overseeing that phase. The agency-side creative team at TBWA\Paris comprised executive creative directors Faustin Claverie and Benjamin Marchal, art director François Claux, and copywriter Swann Richard, as credited by musebyclios.com and lbbonline.com. Head of TV Maxime Boiron and TV producer Mathilde Nanot-Lachkar managed the broadcast pipeline, reflecting the campaign's primary orientation toward French national television as the anchor medium.
Producer Olivier Dubocage oversaw physical production through Wanda Paris. The creative team's decision to build the narrative around the title phrase — 'Love You, My Girl' / 'Je t'aime ma fille' — transforms a commonplace parental expression into a declaration of trans affirmation, embedding the campaign's entire ideological position within a single sentence of dialogue. That compression of meaning into everyday language is the film's most durable creative achievement, and the one most likely to produce what the campaign's dual-platform architecture was designed to harvest: a parent searching for the website after watching the film.
ARCHIVE'Love You, My Girl' earned a Finalist distinction at the New York Festivals Advertising Awards 2019 in the Best Use Social/Environmental Good: Charity/Non-Profit — Video category, as documented by adsoftheworld.com and musebyclios.com. No verified wins or entries at Cannes Lions, the Effies, or the One Show are publicly documented, according to lbbonline.com, shots.net, and adsoftheworld.com.
No verified audience or performance metrics for 'Love You, My Girl' — including broadcast reach figures, website traffic to SupportTransPeople.com, or social amplification data — are publicly available at the time of publication. Structural analysis, however, points to several factors that would have supported campaign effectiveness in France. The combination of national television distribution and a bilingual dedicated website created a pathway from emotional engagement to practical action, addressing both awareness and utility objectives within a single campaign architecture. The hashtag #SupportTransPeople extended the campaign beyond broadcast into peer-to-peer social sharing, which is particularly relevant for reaching family members of trans youth who may not self-identify as an advocacy audience.
The New York Festivals recognition signals that the film's craft and social purpose were evaluated competitively against international public interest work, lending external validation to the creative approach. The Clapboard Score of 63/100 reflects the campaign's strong strategic coherence and emotional craft against the absence of independently verified performance data — a common structural limitation in non-profit public interest campaigns produced in France and distributed without paid media reporting requirements.
'Love You, My Girl' is a 2019 French public interest film created by TBWA\Paris for Inter-LGBT. The campaign uses a parent-child narrative to address family rejection of trans youth in France. It launched on 28 March 2019 and directed viewers to SupportTransPeople.com for guidance and resources, according to lbbonline.com.
Guilhem Machenaud directed the film through production company Wanda Paris. The creative team at TBWA\Paris was led by executive creative directors Faustin Claverie and Benjamin Marchal, with director of photography Arnaud Schulz handling the visual execution, as credited by shots.net and adsoftheworld.com.
The campaign earned a Finalist distinction at the New York Festivals Advertising Awards 2019 in the Best Use Social/Environmental Good: Charity/Non-Profit — Video category, according to adsoftheworld.com. No verified wins at Cannes Lions, the Effies, or the One Show are publicly documented, per lbbonline.com and shots.net.
TBWA\Paris centred the campaign on parental rejection after the campaign cited that approximately 85% of trans youth in France face family rejection, according to lbbonline.com. Addressing the parent-child relationship directly made the advocacy emotionally accessible to a broad French public audience rather than only existing LGBT advocates.
The campaign distributed across French national television channels, web platforms, and social networks, as reported by lbbonline.com and adsoftheworld.com. A dedicated bilingual website — SupportTransPeople.com in English and soutenonslespersonnestrans.fr in French — provided supplementary resources and partner-organisation contacts for families in France.
Inter-LGBT and TBWA\Paris previously collaborated on 'The Obstacle Course,' a public interest film launched in France in March 2016 addressing broader LGBT discrimination, according to inter-lgbt.org. The 2019 'Love You, My Girl' campaign narrowed that focus specifically to young transgender people and family acceptance, representing deliberate strategic refinement over three years.
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