A Canadian radio station is offering $40,000 to pay for the transition of the lucky winner in a contest dubbed “The New Normal”. Fans and listeners of Ottawa’s The New HOT 89.9 who otherwise may not be able to afford a transition will be able to “better live the life they want to live” if they win, according to the contest page on its site.

Entrants are being asked to write 100 words or less on how the prize would benefit them. “While under 1 per cent doesn’t sound like a lot, there are thousands of transgender people in our community,” the page notes. “We at The New HOT 89.9 want to give this "one percent" a voice. Let’s show our families, our friends, and our neighbours what The New Normal looks like in our community”

Five finalists will share their stories on air, and then face a judging panel for a winner to be determined on October 5. The reaction thus far has been fairly positive, but does taking that personal journey of transitioning into the public sphere turn it into an X Factor spectacle, or does it simply aid to increase trans visibility?