New Campaign Raises Visibility And Funding For Trans Organization

(screen capture/Starbucks UK)

A new ad captures the quiet triumph of a transgender teen hearing his name being called as he picks up his coffee at Starbucks.

The spot, part of the “What’s your name?” campaign for Starbucks, will air in the U.K. and online. 


Partnering with the U.K. trans youth organization Mermaids, the coffee giant will also sell limited-edition mermaid cookies to raise up to £100,000 ($130,000) for the group.

The ad follows James as people throughout his day dead name him. On his school ID card, by family members, even at his doctor’s office.

But when he orders his coffee at a Starbucks, he’s asked his name.

“It’s James,” we hear the teen reply.


A moment later, the employee calls out the name “James,” and the brief smile says it all.

From Starbucks UK:

At Starbucks, writing your name on a cup and calling it out is a symbol of our warm welcome. It’s a small gesture, but it’s symbolic of what we believe in: Recognition and acceptance, whoever you are, or want to be. We welcome everyone.


We’re proud to support Mermaids, a charity supporting young transgender and gender diverse people and their families. If you need to speak to someone, you can find their helpline here.

Several folks expressed their support for the ad spot on Twitter along with some of their own stories:






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