Birmingham Community Condemns Transphobic Vulcan Beverage Sign

This petition made change with 203 supporters!

Late Saturday night, the above picture was shared to a Birmingham community Facebook group. The sign, which belongs to the Vulcan Beverage liquor store and is clearly visible to passing traffic, reads “If Bruce Jenner goes missing will his picture be on a carton of half & half.” Vulcan Beverage’s willingness to throw trans people under the bus to generate advertising and business is disgusting, though unsurprising. Even less surprising was the immediate calls for people to “stop being so sensitive” and “grow a thicker skin.”

At the end of the day, such responses are callous and serve no purpose but to silence those targeted by this sign. Many transgender people experience homelessness and poverty due to discrimination in housing and employment. “Jokes” like that on the Vulcan Beverage sign send a message that dismissing trans individuals’ identities is acceptable and encourages transphobia. What’s more, the sign makes light of Caitlyn Jenner going missing in a world where trans women face an all too real threat of actual violence. Trans women - especially trans women of color - are disproportionately more likely to be victims of murder and assault. There were over 26 reported murders of trans people in the U.S. last year, and there have already been two reported murders since New Year’s alone.

The Vulcan Beverage sign contributes to a toxic atmosphere of transphobia and violence. We call on the business owners to remove this horrible sign immediately, and encourage them to meet with transgender Birmingham residents so they can hear exactly why transphobia is no laughing matter. The Change Project condemns this action and is calling for other members of the Birmingham community to also condemn this action by signing on to this post.​

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