TURNNT

Trying to Understand Relationships, Networks and Neighborhoods in Trans women of color (TURNNT)

Client: Columbia University’s Spatial Epidemiology Lab

The average life expectancy of a trans woman of color (TWOC) is 35 years old. This is a community that faces constant violence and discrimination. For them, accessing basic resources is difficult. Even going to the doctor can turn into a humiliating and dehumanizing encounter. TURNNT (Trying to Understand Relationships, Networks, and Neighborhoods in Trans Women of Color) is a study by Columbia University that aims to better understand these challenges in order to serve their medical needs.

The objective of the campaign was to recruit trans women of color (TWOC) in New York City to join the TURNNT study. In order to do that, we had to break down barriers of distrust between the medical community and the trans community. The choice to feature TWOC front and center in our campaign was intentional for that reason. This was not a campaign of an organization talking to a group of women, but of women talking to each other. Through personal interviews, they were able to share their unique experiences, helping to build trust with eligible participants and highlighting the importance of enrollment.

Photos by: Spencer Ostrander
Videos by: Theodore Rex King


Recognition:

One Club Creative Month: Building Trust in the Trans Community

MM&M - Diversity & Inclusion Campaign, Silver

MM&M - Philanthropic or Purpose-Driven Campaign, Finalist

Telly, TURNNT — Social Video — Diversity & Inclusion, Silver

Telly, TURNNT — Non-broadcast — Diversity & Inclusion, Silver

Mobile Web Awards: Best of Show, Best LGBTQ Website