That Heineken Ad Isn’t Sweet; It’s Dangerous
Mirah Curzer

There is danger, but one could argue that there’s also necessity in depicting this kind of interaction, because according to research, these kinds of interactions seem to be the first step toward greater acceptance and understanding of trans people and rights.

A piece of research just came out a few months ago talking about almost this exact thing. Quote from the abstract:

“In multivariate analysis of variance, significant differences between participants who reported having zero versus at least one transgender friend across negative intentions, negative attitudes, positive intentions and views, and supportive public intentions toward transgender individuals were found, supporting the contact hypothesis. These findings suggest that having friendships with transgender individuals is associated with reduced prejudice and discrimination and, moreover, greater acceptance and support of transgender people. Implications for increasing acceptance of transgender individuals are discussed.”


Lara A. Barbir MS, Anna W. Vandevender MS & Tracy J. Cohn PhD (2017) Friendship, attitudes, and behavioral intentions of cisgender heterosexuals toward transgender individuals, Journal of Gay & Lesbian Mental Health, 21:2, 154–170, DOI: 10.1080/19359705.2016.1273157


It’s up to the individual whether they want to expose themselves to the dangers mentioned, of course. But writing this off as just a “feel-good” approach with no mention of positive outcomes isn’t accurate.

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