Since 1943, the wistful holiday classic “I’ll Be Home For Christmas” has resonated deeply for those who can’t go home for the holidays.
While the song was written with World War II soldiers in mind who were separated from their families, LGBTQ people often have their own difficulties in heading home for the holidays.
Pantene has partnered with GLAAD and the 42-member Trans Chorus of Los Angeles on an inclusive ad for this Christmas season featuring the song with the hopes of raising awareness of the challenges LGBTQ folks face during returning home at Christmas time.
“137 million Americans will travel home this holiday season,” reads an official statement from Pantene for the ad. “But, 44% of LGBTQ+ people feel they can’t come home as their true selves, fearing their identity (including hair, makeup, and personal style) won’t be accepted.”
“Let’s make the most wonderful time of year wonderful for all,” the message continues. “Because no matter when you come home, where you call home, or who you come home to—coming home should be #BeautifuLGBTQ.”
Procter & Gamble Vice President Ilaria Resta said in a statement, “Inclusion is at the heart of Pantene’s mission to celebrate the beauty of all transformations and of all people.”
In addition to the ad, Pantene has also produced several videos with Trans Chorus members who share their personal struggles with family acceptance.
“Hearing these LGBTQ individuals speak about the trials and triumphs of going home for the holidays — as well as their irrepressible desire to be their true selves — will inspire others in the community and remind us all what true beauty is about,” said Resta.
Earlier this year, Pantene promoted Spirit Day and National Coming Out Day. As part of this collaboration with GLAAD, the hair giant has pledged to donate $100,000 to Family Equality, a group dedicated to making sure LGBTQ people have the same opportunities and parental rights as heterosexual couples.
The campaign also includes videos sharing the personal stories of Chorus members Crystal S., Steven H., MJ and Miliana S.