WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2020 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Patients & Purpose

For: TURNNT

Award: Best LGBTQ Mobile Website, Best of Show Mobile Website

Click here to see entry creative

About the Entry

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 TWOC in New York City to enroll in the 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. Typically, TWOC are oversexualized, ridiculed, and tokenized in media portrayal. With this campaign, we showcased them authentically—bold, empowered, and beautiful. Through personal interviews, they were able to share their unique experiences, helping to build trust with eligible participants and highlighting the importance of enrollment.

 

Award Credits

Contributors:

Executive Creative Director:	Dina Peck
SVP, ACD, Art:	Nora Travis
VP, ACD, Social:	Patrick Lupinski
VP, Strategy Director:	Marcela Rozo
Senior Art Director:	Katie Schmitt
Copy Supervisor:	Tyler Seecof
Art Director:	Bradley Sinanan
Copy Supervisor:	Julian Soto