Major US broadcasters are joining forces with LGBTQ+ advocacy org GLAAD to air a new PSA created to raise awareness and support for transgender kids and families.

The Walt Disney Company, WarnerMedia, NBCUniversal, Paramount and Comcast have all donated airtime to run the “Protect our Families” PSA. This live-action video (in 10-second, 30-second and 60-second versions) was created to “humanize and normalize families with trans kids and trans people of every age and background,” according to GLAAD. Calling for support of the LGBTQ+ community across the US, it features the mother of a trans child explaining that all children deserve to be loved, and that trans kids are just like any other kids.

The video directs viewers to the website equality-now.org, which features information about LGBTQ+ youth. GLAAD manages the site with multiple partners, including the Transgender Legal Defense and Education Fund and the Equality Federation Institute.

“Protect our Families” is aimed at countering anti-LGTBQ+ legislation that has recently been filed in the US. According to GLAAD, more than 225 anti-transgender bills were filed in the first three months of 2022, most of them youth-focused and seeking to limit access to healthcare, sports and LGBTQ+ discussions in class.

Disney has come under fire for its stance against the so-called “Don’t Say Gay” law in Florida—which was signed in March—that bans schools from teaching kids in kindergarten to grade three about sexual orientation and gender identity. Originally quiet on the issue, The House of Mouse has since spoken out against the law.

“Now more than ever, it is critical that stories about LGBTQ people and our families are told,” said GLAAD CEO and president Sarah Kate Ellis in a release. “They need us, and we have the power to make change.”