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In Transit
Agency Area 23, an IPG Health Company / New York + Weber Shandwick / New York + Ritmika Audio Arts / São Paulo + Famous Who? / São Paulo
Category
Innovation / Use of Media in Radio & Audio
Annual ID
OS25_RA018B
Background
Despite NYC’s progressive landscape, transgender people continue to face discrimination, harassment, and violence across the country. A NYC Comptroller survey revealed the subway as a location that evokes anxiety among transgender people due to the potential for discrimination and harassment.
Studies show that people who personally know transgender individuals are more likely to be accepting and supportive of trans people in general. Turns out every New Yorker already knows someone: Bernie Wagenblast. Our campaign aimed to leverage her well-known and familiar voice to show that transgender people are already a part of everyday life—even guiding their daily commutes.
The objective was twofold. Bernie's voice can serve as a beacon of acceptance and reassurance that helps transgender people feel seen. For all subway riders, Bernie’s familiar voice can foster empathy and understanding.
Studies show that people who personally know transgender individuals are more likely to be accepting and supportive of trans people in general. Turns out every New Yorker already knows someone: Bernie Wagenblast. Our campaign aimed to leverage her well-known and familiar voice to show that transgender people are already a part of everyday life—even guiding their daily commutes.
The objective was twofold. Bernie's voice can serve as a beacon of acceptance and reassurance that helps transgender people feel seen. For all subway riders, Bernie’s familiar voice can foster empathy and understanding.
Creative Idea
For Transgender Day of Visibility, we updated the audio announcements on the New York City subway system with the female voice of Bernie Wagenblast. Bernie, one of the most famous voices in NYC, is the subway announcer who has guided millions of riders for the last two decades and recently came out as a transgender woman. Bernie rerecorded her iconic announcements in her new voice along with a personal message promoting awareness. It was the first time an openly transgender person made the subway announcements, showing New Yorkers that transgender people are a part of the world around them and everyday life.
We took over the subway station with OOH ads and dynamic digital signage at the Christopher Street station, a location with deep significance to the transgender community. We also created a new fictional transit line, the T Line, which includes landmarks of the trans movement in NYC.
We took over the subway station with OOH ads and dynamic digital signage at the Christopher Street station, a location with deep significance to the transgender community. We also created a new fictional transit line, the T Line, which includes landmarks of the trans movement in NYC.
Insights & Strategy
Although New York City is a global cultural hub known for diversity and progressiveness, transgender individuals may still face anxiety and apprehension when traveling through public spaces such as the subway. The subway is both a melting pot of diversity and a site of discrimination and harassment. For transgender individuals, the potential for encountering harassment or violence while in transit can create a great deal of anxiety.
Bernie Wagenblast's voice has been an indelible part of the soundscape of New York City for almost two decades, but little was known of her story. Bernie recently came out as a transgender woman and this campaign helped expand the reach of her story.
IN TRANSIT was developed at a time when transgender people are under attack across the country as a part of the right-wing, anti-woke movement, and was developed specifically for the subway system, the beating heart of the city where increased visibility of transgender people has the greatest potential to reach the most New Yorkers. When transgender individuals see themselves reflected positively in public spaces, it validates their identities and experiences, fostering a sense of belonging and community. Moreover, visibility promotes understanding and empathy among subway riders, fostering a culture of inclusivity and acceptance.
This campaign was developed jointly with the Metropolitan Transportation Authority (MTA), Callen-Lorde (a leading LGBTQ+ healthcare organization and the largest provider of transgender health services in New York) and the NYC LGBT Historic Sites Project (which documents LGBTQ+ history and historical sites in NYC).
Bernie Wagenblast's voice has been an indelible part of the soundscape of New York City for almost two decades, but little was known of her story. Bernie recently came out as a transgender woman and this campaign helped expand the reach of her story.
IN TRANSIT was developed at a time when transgender people are under attack across the country as a part of the right-wing, anti-woke movement, and was developed specifically for the subway system, the beating heart of the city where increased visibility of transgender people has the greatest potential to reach the most New Yorkers. When transgender individuals see themselves reflected positively in public spaces, it validates their identities and experiences, fostering a sense of belonging and community. Moreover, visibility promotes understanding and empathy among subway riders, fostering a culture of inclusivity and acceptance.
This campaign was developed jointly with the Metropolitan Transportation Authority (MTA), Callen-Lorde (a leading LGBTQ+ healthcare organization and the largest provider of transgender health services in New York) and the NYC LGBT Historic Sites Project (which documents LGBTQ+ history and historical sites in NYC).
Execution
IN TRANSIT was implemented over a 7-day runtime surrounding Transgender Day of Visibility across various media channels. Bernie rerecorded her iconic announcements in her new voice along with a personal message promoting awareness, which was broadcast by the MTA to 3.2 million subway riders in number line stations across the city.
A press release was staged at the Christopher Street station, a location with historical significance to the LGBTQ+ community. A subway station takeover occurred there as well (the only piece of paid media), where OOH ads raised awareness of Transgender Day of Visibility and directed riders to explore the campaign's website and podcast.
Media outreach and earned media generated exposure in the local New York market, as well as national and global outlets.
Social media posts from the MTA, Callen-Lorde, and the NYC LGBT Historic Sites Project generated conversation online and exceeded expected social reach and positive sentiment coverage.
A press release was staged at the Christopher Street station, a location with historical significance to the LGBTQ+ community. A subway station takeover occurred there as well (the only piece of paid media), where OOH ads raised awareness of Transgender Day of Visibility and directed riders to explore the campaign's website and podcast.
Media outreach and earned media generated exposure in the local New York market, as well as national and global outlets.
Social media posts from the MTA, Callen-Lorde, and the NYC LGBT Historic Sites Project generated conversation online and exceeded expected social reach and positive sentiment coverage.
Results
IN TRANSIT had a 7-day run across NYC the week surrounding Transgender Day of Visibility.
At a time when press coverage was dominated by anti-trans laws and negative anti-woke stories, this campaign injected celebratory and positive trans visibility into the news cycle.
Bernie's story was featured in many media outlets including the New York Times, New York Post, ABC, BBC, CBS, Good Morning America, Globo, USA Today, amNY and more.
3.2 million subway riders directly
600k social media impressions
14.5m+ media impressions
10.7% engagement rate per social impression
100% positive sentiment in news coverage
The MTA's social media was flooded with positive messages (instead of the usual complaints), and Bernie received an outpouring of support.
Beyond numbers and impressions, we created a platform for transgender issues and generated significant conversation and celebration of transgender people, the ultimate goal of Transgender Day of Visibility.
At a time when press coverage was dominated by anti-trans laws and negative anti-woke stories, this campaign injected celebratory and positive trans visibility into the news cycle.
Bernie's story was featured in many media outlets including the New York Times, New York Post, ABC, BBC, CBS, Good Morning America, Globo, USA Today, amNY and more.
3.2 million subway riders directly
600k social media impressions
14.5m+ media impressions
10.7% engagement rate per social impression
100% positive sentiment in news coverage
The MTA's social media was flooded with positive messages (instead of the usual complaints), and Bernie received an outpouring of support.
Beyond numbers and impressions, we created a platform for transgender issues and generated significant conversation and celebration of transgender people, the ultimate goal of Transgender Day of Visibility.
2025 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Area 23, an IPG Health Company / New York
PR / Marketing Agency
Weber Shandwick / New York
Client / Brand
Callen-Lorde / Brooklyn
MTA / New York
NYC LGBT Historic Sites Project / New York
Production Company
Famous Who? / São Paulo
Wide Labs / São Paulo
Music / Sound Production Company
Ritmika Audio Arts / São Paulo
Post Production Company
Lado Animation / São Paulo
Animator
Boca Boca Ceravolo
Associate Creative Director
Renan Bulgari
Walter Soares
Anastasia Leitner
Chief Creative Officer
Tim Hawkey
Chief Technology Officer
Rodrigo Malossi
Creative Director
Thiago Fernandes
Widerson Souza da Silva
Victor Afonso
Henrique Tanji
Director
Jean Paulo Lasmar
Director of Photography
Brian Rubén Mendonza
Group Creative Director
David Traini
Motion Designer
Digo Sousa
Lucas Pineda
Producer
Ian Smith
Ivan Lemos
Executive Producer
Fred Farah
Fernanda Carpinelli
Stefanie Dias
Senior Art Director
Jordan Bowens
Back-End Programmer
Lincoln Araujo Dias
CEO
Henrique Tanji
Chief Executive Officer
Nelson Leoni
Chief Innovative Officer
Marcelo Capper
Chief Operational Officer
Beatriz Ferrareto
Founder
Henrique Tanji
Integration Director
Samuel Callegari
Management Production
Carol Fernandes
Project Management Supervisor
Michael King
SVP, Group Director - Production
Chinkara Singh
Vice President Client Experience
John McCourt
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