Best Gay/lesbian Online Video

Trans women of color are the most underserved groups in the US. This community faces unprecedented violence and discrimination. And to add insult to injury, oftentimes there are no resources for these women to turn to. Even something as simple as going to the doctor can turn into a humiliating and dehumanizing encounter.

Enter, the TURNNT study, a year-long study put together by researchers at various institutions meant to follow a group of 300 trans women of color in New York City. The study aims to collect data about the challenges they face in their daily lives. With the ultimate goal of using the data to create better resources and positive health outcomes for community.

Our task was to put together a campaign to recruit women into the study. This required nuance and empathy. We were up against a community that rightfully views healthcare providers with distrust. We worked directly with the community to ensure the authentic voice of the women came through. We didn’t need the message to come from some faceless organization. The message was meant to be from one woman to another, that together, these women can help build a better future for themselves.

Contributors:

Executive Creative Director:	Dina Peck
SVP, Associate Creative Director:	Nora Travis
VP, Associate Creative Director:	Patrick Lupinski
Senior Art Director:	Katie Schmitt
Art Director:	Bradley Sinanan
Copy Supervisor:	Julian Soto
Copy Supervisor:	Tyler Seecof
Strategy Director:	Marcela Rozo
Photography:	Spencer Ostrander
Cinematography:	Theodore Rex King

PATIENTS & PURPOSE

Location: United States