Winning The Drum Awards for Social Purpose, PR For Good Gold is Callen-Lorde, Metropolitan Transportation Authority, NYC LGBT Historic Sites Project and agencies AREA 23 (IPG Health Company) and Weber Shandwick with ‘In Transit’. Here is the award-winning case study.
Despite NYC’s progressive landscape, transgender people continue to face discrimination, harassment, and violence across the country. An NYC Comptroller survey revealed the subway as a location that evokes anxiety among transgender people due to the potential for discrimination and harassment.
The idea
Studies show that people who personally know transgender individuals are more likely to be accepting and supportive of trans people in general. Turns out every New Yorker already knows someone: Bernie Wagenblast. Our campaign aimed to leverage her well-known and familiar voice to show that transgender people are already a part of everyday life—even guiding their daily commutes.
The objective was twofold. Bernie’s voice can serve as a beacon of …