In Transit

NYC LGBT Historic Sites Project · 2024

LGBTQIA+ & Pride Mental Health

10 awards: Cannes · London International Awards · Clio Awards · ANDY Awards · +6 more

In Transit

AI Overview

In Transit hijacked NYC's most recognizable voice—Bernie Wagenblast, the MTA subway announcer who recently came out as transgender—to rerecord daily commute announcements in her authentic voice during Transgender Day of Visibility week. The campaign reached 3.2 million riders directly and generated 14.5 million media impressions, shifting the conversation from anti-trans legislation to positive visibility and lived acceptance.

Strategic insight

Familiarity breeds acceptance. By placing transgender identity into the most routine, repeated soundscape in New York—the subway announcement—the work leverages everyday exposure to reshape how commuters understand transgender people as ordinary, integrated members of their city.

Earned Reach

Coverage spanned major outlets including New York Times, ABC, BBC, CBS, and Good Morning America. The MTA social feed reversed its usual complaint pattern, flooded instead with positive messages. Campaign generated 14.5 million media impressions and 600,000 social impressions with a 10.7% engagement rate.

Cultural Impact

Marked the first time an openly transgender person made official MTA announcements, creating a historic moment that reframed subway transit as a site of trans inclusion. The campaign shifted press narrative away from anti-trans legislation toward positive visibility, receiving 100% positive sentiment coverage.

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