Activation
Charity
2024
In Transit
Insight
Trans people are under attack in the US, but studies show that knowning a transgender person can make you more accepting.
Idea
Turn recently transitioned Subway announcer Bernie into an ambassador for acceptance by using her new voice for announcements.
Execution
Takeover the New York Subway on Trasngender Day of Acceptance with a range of messages of acceptance.
Notes
Pretty incredible that they found these amazing oppurtunity with the voice announcer of the Subway transitioning. Clearly some amazing proactive thinking to bring this all together with so many parties. Quite genius.