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Social Marketing Plan for Transgenders
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Social Marketing Plan for Transgenders

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Social Marketing Plan for Transgenders Social Marketing Plan for Transgenders Document Transcript

  • Social Marketing Proposal forAcceptance of Transgenders as normal human beings in the Society Term Project Presented to Mr Asif John Lecturer Social Marketing By Laraib Yousuf (9020) Umme Abiha Maaz (9218) Zeeshan Valliani (12543)
  • Social Marketing Proposal December 23rd, 2012CONTENTSCONTENTS................................................................................................................................. 2ACKNOWLEDGEMENTS............................................................................................................. 5 Letter of Acknowledgment................................................................................................... 5 Letter of Transmittal............................................................................................................. 6BACKGROUND........................................................................................................................... 7Transgender is a general term applied to a variety of individuals, behaviors, and groupsinvolving tendencies to vary from culturally conventional gender roles. Neither male norfemale, these Transgenders (Hijras) are treated with disrespect and are denied many of theirbasic human rights. They face discrimination and harassment in the workplace and are notfound in any respectable positions in Pakistani society, rather found begging and dancing atweddings or indulging in prostitution. They are subjected to jeering, cat calls and publicridicule. With no education or employment they have no hope for a better more dignifiedfuture........................................................................................................................................ 7Violence against transgenders, especially hijra sex workers, is often brutal, and occurs inpublic spaces, police stations, prisons, and their homes. As with transgender people in mostof the world, they face extreme discrimination in health, housing, education, employment,immigration, law, and any bureaucracy that is unable to place them into male or femalegender categories..................................................................................................................... 7Denied legal and social justice, transgenders take on a magical persona that inspires fear andsometimes respect from mainstream society. Hijras perform religious ceremonies atweddings and at the birth of male babies, involving music, singing, and sexually suggestivedancing. These are intended to bring good luck and fertility. Recently, the government hasrecognized their plight and has taken legal actions. The apex court ruled that thetransgenders have the right over family inheritance. The apex court ordered that equalrights should be given to the transgenders in all the fields of life including education andemployment in a dignified manner........................................................................................... 7They are also human and are entitled to respect and rights that is essential for very humanbeing. Is there any chance that can a norm functioning adults in the society? Can they havequality education and seek employment or are they forever condemned to be beg and roamstreets and be a source of degradable entertainment? ......................................................... 7To tackle, this social marketing plan aim to educate masses and employers to make theirworkplace more transgender friendly. The concentration on ‘friendly’ is to highlight theimportance of going beyond antidiscrimination and harassment policies and create a culturethat enables people to be open about their sexual orientation and gender identity. ............7We will also facilitate employers that make their workplaces more transgender friendly. Assuch, it focused on facilitators (including business benefits) and barriers to employer action, 2
  • Social Marketing Proposalrather than on transgender policies and practices. It lists specialist NGOs ready to providesupport to our initiative............................................................................................................ 7PURPOSE................................................................................................................................... 8There are at least 80,000 such individuals nation-wide who are treated as social outcasts inthe Pakistani society. Most of Pakistan’s eunuch and transsexual community are mocked,pitied and shunned by society, their life marred by hardships and sufferings. ........................8The purpose of our campaign would be to help reduce their suffering by making thetransgenders themselves and the people accept them as a part of the society. This howeverwould take time because of the mindset that the transgenders are a public indecency and donot deserve the same treatment as other people. Thus it would be our aim help make aplace for transgenders in the society so that they are not ridiculed about something that isbeyond their control and have respectable positions where they earn and do not need toresort to begging and/or prostitution to survive and make a living. .........................................8FOCUS....................................................................................................................................... 8SITUATIONAL ANALYSIS............................................................................................................ 9 Micro Environment............................................................................................................... 9 Resource............................................................................................................................... 9 Service delivery .................................................................................................................... 9 Management Support........................................................................................................... 9 Issue Priority......................................................................................................................... 9 Current alliances and partners.............................................................................................. 9 Macro Environment.............................................................................................................. 9 Political/ Legal Forces........................................................................................................... 9 Economic Forces................................................................................................................. 10 Social and cultural Forces................................................................................................... 10 Technological Forces........................................................................................................... 10 External publics................................................................................................................... 10SWOT ANALYSIS...................................................................................................................... 10OBJECTIVES & GOALS.............................................................................................................. 11 Belief objective................................................................................................................... 11 Behavior objective.............................................................................................................. 11GOALS..................................................................................................................................... 11TARGET AUDIENCE.................................................................................................................. 12 PRIMARY TARGET MARKET – TRANSGENDERS THEMSELVES.............................................. 12 SECONDARY TARGET MARKET - SOCIETY............................................................................ 12STAGES OF CHANGE................................................................................................................ 13 3
  • Social Marketing ProposalBENEFITS, BARRIERS & COMPETITION.................................................................................... 13 Benefit................................................................................................................................ 13 Barrier................................................................................................................................. 13 Competition........................................................................................................................ 14POSITIONING STATEMENT...................................................................................................... 14MARKETING MIX..................................................................................................................... 15 Product............................................................................................................................... 15 Price.................................................................................................................................... 15 Place................................................................................................................................... 15 Promotion........................................................................................................................... 15 Partnership......................................................................................................................... 15 Policy .................................................................................................................................. 15 Purse string ........................................................................................................................ 16MONITORING & EVALUATION................................................................................................ 16 Output Measures................................................................................................................ 16 Outcome Measures............................................................................................................. 16 Impact................................................................................................................................. 17 Transparency...................................................................................................................... 17BUDGETING............................................................................................................................ 18IMPLEMENTATION.................................................................................................................. 19REFERENCES............................................................................................................................ 20 4
  • Social Marketing ProposalACKNOWLEDGEMENTSLetter of AcknowledgmentDecember 23rd, 2012Dear ReadersWe are thankful to God for giving us the strength and capability to complete this SocialMarketing term project on “Acceptance of Transgenders as normal human beings in theSociety.”We would like to thank the course instructor of Social Marketing Mr. Asif John for putting inall the hard work in this course to make it a memorable experience for all of us. Weappreciate his guidance and shall appreciate valuable feedback on this report.Sincerely,Laraib Yousuf (9020)Umme Abiha Maaz (9218)Zeeshan Valliani (12543) 5
  • Social Marketing ProposalLetter of TransmittalDecember 23rd, 2012Mr. Asif JohnLecturer Social MarketingInstitute of Business ManagementDear Mr. John,Presented is our proposal for “Acceptance of Transgenders as normal human beings in theSociety”. The project involved secondary research and is prepared according to the guidelinesprovided during the semester.We would like to thank you for providing the guidelines & suggestions which enabled us tocomplete this report as our final project. We have worked vigorously on this project to bringyou the accurate and reliable results.Sincerely,Laraib Yousuf (9020)Umme Abiha Maaz (9218)Zeeshan Valliani (12543) 6
  • Social Marketing ProposalBACKGROUNDTransgender is a general term applied to a variety of individuals, behaviors, and groups involving tendencies to vary from culturally conventional gender roles. Neither male nor female, these Transgenders (Hijras) are treated with disrespect and are denied many of their basic human rights. They face discrimination and harassment in the workplace and are not found in any respectable positions in Pakistani society, rather found begging and dancing at weddings or indulging in prostitution. They are subjected to jeering, cat calls and public ridicule. With no education or employment they have no hope for a better more dignified future.Violence against transgenders, especially hijra sex workers, is often brutal, and occurs in public spaces, police stations, prisons, and their homes. As with transgender people in most of the world, they face extreme discrimination in health, housing, education, employment, immigration, law, and any bureaucracy that is unable to place them into male or female gender categories.Denied legal and social justice, transgenders take on a magical persona that inspires fear and sometimes respect from mainstream society. Hijras perform religious ceremonies at weddings and at the birth of male babies, involving music, singing, and sexually suggestive dancing. These are intended to bring good luck and fertility. Recently, the government has recognized their plight and has taken legal actions. The apex court ruled that the transgenders have the right over family inheritance. The apex court ordered that equal rights should be given to the transgenders in all the fields of life including education and employment in a dignified manner.They are also human and are entitled to respect and rights that is essential for very human being. Is there any chance that can a norm functioning adults in the society? Can they have quality education and seek employment or are they forever condemned to be beg and roam streets and be a source of degradable entertainment?To tackle, this social marketing plan aim to educate masses and employers to make their workplace more transgender friendly. The concentration on ‘friendly’ is to highlight the importance of going beyond antidiscrimination and harassment policies and create a culture that enables people to be open about their sexual orientation and gender identity.We will also facilitate employers that make their workplaces more transgender friendly. As such, it focused on facilitators (including business benefits) and barriers to employer action, rather than on transgender policies and practices. It lists specialist NGOs ready to provide support to our initiative. 7
  • Social Marketing ProposalPURPOSEThere are at least 80,000 such individuals nation-wide who are treated as social outcasts in the Pakistani society. Most of Pakistan’s eunuch and transsexual community are mocked, pitied and shunned by society, their life marred by hardships and sufferings.The purpose of our campaign would be to help reduce their suffering by making the transgenders themselves and the people accept them as a part of the society. This however would take time because of the mindset that the transgenders are a public indecency and do not deserve the same treatment as other people. Thus it would be our aim help make a place for transgenders in the society so that they are not ridiculed about something that is beyond their control and have respectable positions where they earn and do not need to resort to begging and/or prostitution to survive and make a living.FOCUSOur social marketing plan is about making people believe that yes transgenders caneasily form a part of our society and can contribute to it in a larger and more efficientmanner. Thus everyone needs to be educated about this and education starts fromschools and university. Holding seminars and workshops in universities andpromoting the education of transgenders would help in achieving this goal. We aimto: • Develop a fair and flexible labor market for transgenders • Provide employment opportunities to transgenders • Change Culture & Attitudes of people towards transgenders • Opening up public spaces and empowering individuals and communities 8
  • Social Marketing ProposalSITUATIONAL ANALYSISMicro EnvironmentThe micro environment includes the internal factors such as:ResourceFunds and grants will be provided by our partners and government as well as foreign groupswho are interested in our social marketing plan. Monitoring and feedback is essential whichrequires time and dedication of our staff. Doctors and psychologist who are experts in thefield of behavioral sciences that could help us in teaching eunuchs of their own self-worth andhelp us in spreading awareness amongst the people.Service deliveryOur first stitching and handicrafts department would be developed in Korangi, as this area iscloser to their community and with the success after getting positive response from eunuchsand society we will further develop more units so that eunuchs from different areas can workas labors and earn respectful wages. The training to skill them in stitching garments andmaking handicrafts would also be provided there only.Management SupportWe have full management support in this project, and they have already been briefed about it.Issue PriorityThe social issue that our plan is addressing is of top priority for the organization because ourmain objective is to work for human rights and every human being living in a society has tobe treated equally because each and every one of us have equal rights. We will be facing theissue of “support from the society” as eunuchs are the neglected part of our society.Current alliances and partnersOur partners include International Gays and Lesbians Human Rights Foundation, The AmanFoundation, Hashoo Foundation, Bill Gates Foundation and Pakistan Poverty AlleviationFund/Macro EnvironmentThe macro environment contains the following external factors that could affect thedesired behavior:Political/ Legal ForcesThis year, laws have been enforced to collect the details of transgenders and issuethem NIC so that they could register themselves and get their voting rights being thecitizen of Pakistan. The apex court also ruled that the transgender also have the rightover family inheritance and even declared that no one can deprive them from theirright to their inheritance.The apex court ordered that equal rights should be given to the transgenders in all thefields of life including education and employment in a dignified manner and directedthe authorities to send copies of the court order to federal and provincial governmentsand also directed strict implementation of the order.Thus the political and legal scenario is in favor of our cause. 9
  • Social Marketing ProposalEconomic ForcesHigh inflation and interest rate would affect us in having resources required for thedesired behavior in developing Transgenders’ future. Low economy and higherunemployment rate here in Pakistan force our target audience to beg rather thanearning though any work.Social and cultural ForcesSocietal negligence and hash treatment by others, forces transgenders to remainwithin their lifestyle and due to this they feel discouraged and resist changing in apositive manner. Also the transgenders have formed a community of their own and donot want to venture out of their comfort zone.Technological ForcesEasy to use sewing and cutting machines and tools will help transgenders learn theskills and will help them to operate it easily.External publicsOur new potential partners could be other NGOs like the IGLHRF and we could eventake religious groups on board and partner with them.SWOT ANALYSISSTRENGTHS • Motivated and dedicated staff • Corporate social responsibility • Our partnersWEAKNESSES • Extremely difficult to persuade target audience for change. • Limited fundsOPPORTUNITIES • Collaboration with other NGO • Go for more global funds for Transgender EqualityTHREATS • Unwillingness of people to accept transgenders • Existing discriminatory laws & policies 10
  • Social Marketing ProposalOBJECTIVES & GOALSKnowledge objectivePrimary: Raising awareness on treating transgenders as normal human beings in thesocietySecondary: Provide support to transgender community and facilitating fair andflexible labour market providing equal opportunities to transgenders.Belief objectiveAcceptance of transgenders as normal human beings in the society through education,skills development and providing them employment, that will eventually benefit oursociety.Behavior objectivePrimary: People should consider transgenders as part of the society and normalhuman beings.Secondary: People should support workplaces that are transgender friendly andprovide them with equal treatment and opportunities.GOALSFollowing are the main goals of this program: • Mass awareness about transgenders through television, newspaper and magazine ads, articles etc • Establishment of laws for protection of transgender civil rights • Repeal laws and policies discriminating transgender and gender variant individuals • Support employers providing equal opportunities to transgenders • Provide training through specialized Skills development programs • Creating employment opportunities for transgenders • Establishment of factory providing employment to transgenders 11
  • Social Marketing ProposalTARGET AUDIENCEOur target market is categorized into two that is primary target market and secondarytarget market. The primary audience are transgenders because our main social issue isfocusing on the development of transgenders and giving them a respectable place inthe society. The transgenders themselves think of transgenders as a part of theworkforce and not as providers of cheap entertainment for others.Our secondary target market includes our society as a whole because whatever oursteps are, it wouldn’t be completed without the support from our society, and we haveto change their mindset and perception regarding transgenders.PRIMARY TARGET MARKET – TRANSGENDERS THEMSELVES VARIABLE SAMPLE CLASSIFICATION Geographic Country Pakistan City Karachi Density Urban DEMOGRAPHICS Gender Transgender Age 15 – 55 years Occupation Beggars, prostitutes Religion Islam, Christianity, Hinduism and any other PSYCHOGRAPHICS Social class Lower-lower Life style Hopeless Personality Low self esteem BEHAVIORAL Attitude towards service PositiveSECONDARY TARGET MARKET - SOCIETY VARIABLE SAMPLE CLASSIFICATION Geographic Country Pakistan City Karachi Density Urban DEMOGRAPHICS Gender Male & Female Age 22 onwards Occupation Households, professionals etc Religion Islam, Christianity, Hinduism and any other 12
  • Social Marketing Proposal PSYCHOGRAPHICS Social class Middle, Upper middle & Upper class Life style Achievers and strivers Personality Optimistic, ambitious BEHAVIORAL Attitude towards service Not readily acceptable but appreciatedSTAGES OF CHANGEThe stages of change model consists of six stages, each having different level ofchanging the behavior. In our plan the desired behavior that we want eunuch andsociety to adopt is basically in between the 3rd and the 4th stage that is preparation andaction.“Most people in the Preparation stage are (now) planning to take action and aremaking the final adjustments before they begin to change their behavior.” While “theaction stage is one in which people most overtly modify their behavior and theirsurroundings.”We say this because the government has already made laws so that the transgendersare not discriminate against to see that the transgenders are treated with respect. Also,the transgenders themselves are also taking actions, entering the job markets andeducating themselves.On the other hand however there are still people who do not participate in it and arestuck to the old ways, including transgenders who still think that begging and dancingis the only way they can make a living.BENEFITS, BARRIERS & COMPETITIONBenefitFor transgenders, perceived benefits are: • Human Resourcing: easier recruitment; improved morale, commitment, motivation, reduced stress, reduced absence/sickness, better employee relations, higher retention and, ultimately, increased efficiency, productivity and customer service; • Avoidance of tribunal costs and damage to reputationBarrierThe main barriers to transgender action identified are: • Lack of support from the family • Employers’ own nervousness about the issue; • Belief that no action was necessary as the organization was already fair; 13
  • Social Marketing Proposal • Lack of knowledge about what to do; • Anticipated objections from employees (these were sometimes realized); and • Prioritizing other equality strands, since these were seen as more cost effective • Lack of perceived need (due to the small size of the trans population and lack of any recognized trans employees); • Lack of knowledge of gender identity issues, legal requirements and appropriate actions; and • Hostility and fear towards transgender people generally, both from management and staff.CompetitionThe competition to transgender action is identified as: • Begging: Due to negligence by the society they are left with no choice but to beg. Therefore the begging (preferred behavior over the desired behavior) is acting as our competitor.POSITIONING STATEMENT “We aim to change all public and private discriminationagainst transgender in various areas such as health care,employment, housing, public accommodation and education bybehavior change through skill development program and bylobbying policy makers to create laws that protect the civilrights of transgender and repeal laws and policies thatdiscriminate transgender and gender variant individuals”. 14
  • Social Marketing ProposalMARKETING MIXProductCore: Changing the behavior of how the eunuchs are viewed and treated by societyand how they view their own selves by making them productive rather than beggingand prostitution.Actual: Initially get trained by us and work in the factory to earn a wage instead ofsalary and also try to find jobs off their own. Try people to accept them in societythrough awareness programs.Augmented: By providing them employment and education. Distribution of thoughtprovoking pamphlets as well as holding seminars, writing blogs and speaker sessionswhere transgenders could speak about their problems. Having a website dedicated tothem to help people understand and create awareness. A television documentary tosupport their cause would also be helpful to create awareness amongst the masses.PriceTransgenders who are willing to work would have to face criticism from theircommunities and surrounding which would demotivate and create doubts in them towork. They would face resistance, jeering and ridicule from the society in generalwhich would make them doubt their own self-worth.PlaceThe first stitching department would be setup in Korangi and with its success andperformance more units would be installed in different area where the eunuchs wouldreceive training and then jobs also. We would diversify and try to get them placed inother companies too.PromotionIt would be done through leaflets, newspapers, word of mouth; NGO’s, door to doorcalls in areas where eunuchs are living and through meetings with the leaders ofEunuchs supports programs usually the eunuchs have an elder who they respectreverently and follow. If that person is on borad the program would be easier toimplement. To create awareness about our campaign we will also use TV as amedium for our tvc of the campaign as it is the medium that has the most reach.We can also use celebrities who urge people to treat these people with respect andgive them their rights and accept them as a part of the spciety. We can use the tagline‘yeh hum mein se hain, inhain apna samjhein’ - this reflects the that we want peopleto accept them as members of our society.PartnershipOur partners would be people who have similar aims such as International Gays andLesbians Human Rights Foundation etcPolicyChief Justice Iftikhar Mohammad Chaudhry and Justice Khilji Arif Hussain, issuingthe order, directed the ECP “to collect the details of eunuchs from the social welfare 15
  • Social Marketing Proposaldepartments of the provinces where they are registered and take steps to register themas voters”.Purse stringOur donors would be: • International Gays and Lesbians Human Rights Foundation • The Aman Foundation • Hashoo Foundation • Bill Gates Foundation • Pakistan Poverty Alleviation FundMONITORING & EVALUATIONOutput MeasuresFor measuring our output we will place offices in areas were the transgenders live. Asmost of them live in the same area, placing small offices near there would be moreeasily reachable. These offices would have our representatives who will hear andcomplaints by the transgenders who are not given their rights so that a legal action canbe taken against such people.Thus we would also be able to evaluate if the campaign’s success by the number ofcomplaints lodged. This office would also keep track of the workers and their work sothat are up to par and of good quality, proving the transgenders training where theyneed it.For this, we will however need to take the policy makers and the government onboard for the leal activities and help the transgenders will need for justice.Moreover we would also measure the reach through our Facebook page and websitewith frequency which would show the increase/the rate of awareness of the campaign.Outcome MeasuresFor Outcome measurements we will be looking into Changes in Behavior andChanges in Awareness.For changes in behavior we will be measuring that out of total 80,000 transgendersliving in Karachi, how many have stopped indulging in degrading activities likebegging and prostitution. Plus we will also monitor the transgenders coming to ourorganization for training, studies etc. and check their progress in learning andlifestyle.For measuring the awareness we will be calculating the visits of our Facebook pageper week/per month. We will also be monitoring our phone lines where people will becalling for further information or assistance. 16
  • Social Marketing ProposalImpactFor the impact, we will be measuring the total number of transgenders that startedworking at the end of each year due to the training/studies provided by us. Howeverthis number might not be large enough as some employers might not believe in it.Thus we would also check the complaints and the number of transgenders who cometo seek help from our offices. We will also be taking into account the satisfactionlevel of work (feedback from employers).TransparencyWe will give utmost importance to the transparency in all our processes. All areexpenses will be audited by renowned international auditors, we will also publishMonthly and Annual reports of all our expenses with pictures of our activities thatwill be mail post to all our donors. A dedicated committee in administration willensure the usage of funds are done in transparent manner and that vendors are selectedon merit. 17
  • Social Marketing ProposalBUDGETING Initial Investment for Garment Factory Units Per Unit Cost Total Cost MachineryTextile Machinery 50 35,000 850,000 FurnitureChairs 120 450 54000Tables 55 1900 104,500Irons 6 5865 35,190Scissors 50 200 10,000Trainers 10 15000 150,000Material Cost on Training 38,000Rent per month 38,000Electricity per month 40,000 Salary (Stipends)Sewing 50 10,000 500,000Cutting 30 8,000 240,000Packaging 20 7,000 140,000Total Production Department (Training + Investment) 2059,690* 1st month figures training + investment Garment Factory Budget (After 1st month training & investment) (Sewing, Cutting & Packaging) Units Per Unit Cost Total CostRent per month 38,000Electricity per month 40,000 Salary (Stipends)Sewing 50 12,000 600,000Cutting 30 10,000 300,000Packaging 20 8,000 160,000Production Department Cost 1018,000 Marketing Budget Quantity Price/qty Total PriceWebsite Design & Development 50,000Social Media Marketing 50,000Road Show 100,000 18
  • Social Marketing ProposalPamphlet 20,000 5 100,000Monthly Report 80 100 8,000Monthly eNewsletter 2,000Total Marketing Cost 400,000 Administrative Costs (Per Month)Human Resource 60,000Marketing 400,000Finance 40,000Utilities 80.000Miscellaneous Expenses 50,000Total 630,000 Funding from Sponsors (Per Month)The International Gays and Lesbians Human Rights Foundation 306,0000Aman Fund 400,000Hashoo Foundation 400,000Bill Gates Foundation 40,000Pakistan Poverty Alleviation Fund 40,000Total Funding 1186,000Total Costs 164,8000Savings + 462,000IMPLEMENTATIONThe transgender equality action plan demonstrates our commitment towardsimproving equality for transgender people in all aspects of their lives. We will workwith Lesbian, Gay, Bisexual and Transgender to let people know their views andinsights on the problems they face in the society. We will provide them training andwill set out the framework for Government and Donors to act as a leader and catalystfor change, taking the first steps to advance transgender equality.In line with the Sponsor’s commitment to transparency and accountability, we arecommitted to provide training to transgenders in different skills every quarter so theycan be a part of the workplace environment. Apart from the training we will workwith government, businesses and society at large for behavior change, these includemarketing – television ads, newspaper ads and lobbying for transgender rights in theNational parliament. 19
  • Social Marketing ProposalREFERENCES 1. Hilary Metcalf and Heather Rolfe, Barriers to employers in developing lesbian, gay, bisexual and transgender friendly workplaces, http://www.homeoffice.gov.uk/publications/equalities/research/LGBT-barriers- equality-workplace/LGBT-equality-workplace?view=Binary, March 2011, data viewed: December 2012 2. Qamar Zaman, Ensuring equality: Transgenders equal citizens of Pakistan, rules SC http://tribune.com.pk/story/442516/ensuring-equality-transgenders-equal-citizens-of- pakistan-rules-sc, September 2012, data retrieved: December 2012 3. Lauren Frayer, Pakistans Transgenders In A Category Of Their Own http://www.npr.org/2012/09/03/160496712/pakistans-transgenders-in-a-category-of- their-own, September 2012, data retrieved: December 2012 4. Junaid Kelkar, Eunuchs, Social Marketing Plan, data retrieved: December 2012 5. Transgender, Wikipedia, http://en.wikipedia.org/wiki/Transgender, data retrieved: December 2012 20