“Four broken ribs…$12,000…”, says transgender model Sabel Gonzales, is the price she paid to become here true self, in chilling new commercial for I AM Vodka– a new brand of Vodka from Denmark that believes messages of tolerance and understanding need to be shouted from every rooftop time and time again. The campaign is encouraging social media users to use #thepriceofbeingme, and upload photos to Instagram that showcase the price you paid for being you.
“Sometimes, the simple, straightforward act of being who you are comes at a price”, says Gonzales, a model at Slay Models- the first all transgender agency. “A price that’s steeper than having to defend that cherished collection of Vanilla Ice CDs or your ongoing love affair with Sex & the City.”
Check out the full commercial below!