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Today Is The Day Everything Changes

Campaing Goal
Increase Acceptance of Transgender Youth
Key Stat
The video increases acceptance of having a transgender child by +7.5%
+
7.5%
3.7%

GenderCool is a youth-led movement that shifts perceptions by introducing the world to transgender and non-binary youth who are thriving. We partnered with GenderCool to create a Brand Anthem that embodied the vision of their Youth Champions and showcased their transformative work. Through collaborative storytelling and extensive roundtable discussions, we developed a script using the words of the Champions themselves, which we brought to life in an inspiring video.

The video increases acceptance of having a transgender child by +7.5%
+
7.5%
3.7%

GenderCool is a youth-led movement that shifts perceptions by introducing the world to transgender and non-binary youth who are thriving. We partnered with GenderCool to create a Brand Anthem that embodied the vision of their Youth Champions and showcased their transformative work. Through collaborative storytelling and extensive roundtable discussions, we developed a script using the words of the Champions themselves, which we brought to life in an inspiring video.

Campaing Goal
Increase Acceptance of Transgender Youth
Video
GenderCool Anthem
Insight
We flipped the script and imagined a world where each of us gets to decide what is the most important part of our identity, and not have it imposed on us by others.
Impact
+
6.5%
Comfortability of having a close friend or family member come out as transgender.
Video
Insight
Impact
+
Video
Insight
Impact
+
Audience Highlight
+
4.9%
We increased agreement that transgender youth should have access to the healthcare they need by +4.9% in rural America.
We flipped the script and imagined a world where each of us gets to decide what is the most important part of our identity, and not have it imposed on us by others.
+
6.5%
+
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