Case study – CHARITY – Heard
Reframing the transgender narrative for Heard
Heard, formerly On Road Media, wanted to understand how public perceptions of transgender people were shifting, and what kind of communication could move the conversation forward. We returned to research first conducted in 2019 to see what had changed and where the real opportunity for better framing now sat.
The challenge: A media climate grown more polarised
Since the original study, stakeholders felt coverage of transgender issues had grown noticeably more hostile, across social and mainstream media alike. Heard needed to understand what was driving public opinion in this harder climate, and how to communicate transgender experiences to cisgender audiences in a way that built understanding rather than defensiveness.
What we did: Two studies, one evolving picture
In 2019, six mini groups explored cisgender attitudes toward the trans community, testing reactions to video stories and messaging statements, followed by telephone conversations a week later to see what had stayed with people. By 2026, the approach had evolved into four two hour focus groups in London and Birmingham with participants who held no strong prior views, paired with written reflections gathered a week on. A stakeholder hub shaped hypotheses at the outset, and a bespoke debrief let stakeholders weigh in throughout.
What we found: Ten myths, and a widening gap between fact and feeling
Across both waves, our analysis decoded the ten most common myths and misconceptions shaping how transgender people are seen, from assumptions about children and consent to confusion between gender identity and surgery. The 2026 update revealed a media environment where reach and tone move in opposite directions: the broadcasters with the biggest audiences carry the most negative framing, while audiences increasingly retreat into sources that confirm what they already believe.
The impact: A toolkit built to change minds
The research gave Heard a precise picture of which stories cut through and which entrench myth. The findings shaped a communications toolkit setting out the framing most likely to build empathy and correct misunderstanding, work that now underpins Heard's media strategy.
“The research carried out by Magenta will do more than simply guide our new media strategy; it will sit at the very heart of everything we do. We represent very vulnerable children and young people and their parents, so getting our messaging right is life changing and, without exaggeration, lifesaving.”
Communications Manager, Mermaids
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