Trans Lifeline - Strategy
The insight for 'We See Us' was born out of an observation between Len Sheth and myself; Being visibly trans at Leo Burnett allowed us to find each other when we both thought we were the only trans employee in the office. Our chance encounter and subsequent introduction was a turning point in our careers, and we suddenly had a newfound feeling of safety together.
INSIGHT: In order to feel safe, you have to feel seen.
Visibility of each trans person is a contagious form of empowerment and seeing someone proudly choosing their truth is an act of resistance.
IDEA: #WeSeeUs is a community movement to mobilize a spirit of support and affirmation. An Organic influencer campaign that created a mantra to fuel the annual celebration of Trans Day of Visibility. The idea centers around community support by amplifying the voice of the people behind the hotline, who use the hotline, and micro influencers. All by asking a simple yet powerful question: what makes you feel seen?
RESULTS: With the aid provided by the community in fundraising dollars, Trans Lifeline was able to gain 470 hours of hotline operation, giving it the ability to answer 25,000 calls and deliver 600 micro-grants for legal name changes. This campaign also tripled Trans Lifeline's followers, and garnered momentum in its awareness and credibility cementing shout outs and connections with trans celebrities such as Elliot Page and brand deals with Chipotle + more. According to Director of Advancement, Bri Barnett (she/they), “Today, we are expanding our reach and impact faster than ever before and #WeSeeUs was a pivotal part of our success.”
This project has won two 2021 Jay Chiat Awards:
GOLD - Connection Strategy
SILVER - Nonprofit Strategy
Social/Digital Campaign
Strategy - Britt Meyer & Lisa Ivy
Art Direction - Britt Meyer
Copy - Len Sheth
Co-Creative Leads - Britt Meyer & Len Sheth
Photography by A Klass
