By Brittaney Kiefer

Starbucks tells the story of a transgender person trialling their new name in the winning campaign from Channel 4’s fourth annual Diversity in Advertising Award. Launching on Sunday (2 February), the ad is about the life-changing moment when transgender and gender-diverse people use their new name in public. It also captures occurrences of deadnaming – when someone, intentionally or not, refers to a transgender person by the name they used before they transitioned.

Created by Iris, "What’s your name" follows James, who faces challenges as he transitions and people continue to call him by his birth name, Jemma. The work was inspired by the real-life stories of some transgender YouTubers in the US who have talked about trying out their new names in Starbucks because it is seen as a safe space, away from the potential judgment of family and friends.

Along with the film, Starbucks is partnering Mermaids, which supports gender-diverse children, young people and their families, and aims to raise at least £100,000 for the charity. Limited-edition mermaid cookies will be sold in more than 975 Starbucks stores nationwide, with a portion of every sale going to expand the organisation's helpline services for young trans people and their families. Read more via Campaign Live