On the heels of its recent transgender bathroom controversy, Target is once again raising eyebrows with a new back-to-school campaign entitled “I Am Other,” which some feel is promoting a transgender agenda to children.
The “I Am Other” campaign was created by Grammy-award winning artist Pharrell Williams (“Happy”), in conjunction with school supply manufacturer Yoobi, who is branding their products with Williams’ theme. The school supply products, in turn, are being carried in Target stores.
While the “I Am Other” campaign seems well intentioned on the surface. Williams insists it is about stressing individually and self confidence. Yoobi is adding a laudable element by donating school supplies to needy schools based on their product sales, true to their company slogan “One for you, one for me.” However, some feel the nature of the “I Am Other” campaign is a not-so-subtle nod to Target’s push for a transgender-friendly atmosphere in their stores.
The pro-transgender implications of the “I Am Other” campaign were not lost on a parent who went into a Target this week and came across the school supply section. That parent, in turn, provided us with this picture and alerted us to the promotion.
Besides the obvious buzzwords that are sympathetic to a transgender agenda, the “I Am Other” campaign features rainbow lettering and triangle symbolism, leading some to claim it is using gay-friendly imagery.
Despite how the campaign might be interpreted by most, neither Williams, Yoobi, nor Target have made any statements saying it is meant to endorse or support a gay or transgender agenda.