IN TRANSIT replaced the New York City subway audio announcements by Bernie Wagenblast over the course of a week surrounding Transgender Day of Visibility.

Bernie, known as the most famous voice in NY, is the subway announcer who recently came out as a transgender woman and the centerpiece of the campaign. Bernie rerecorded her iconic announcements in her new voice along with a personal message calling for respect and acceptance of trans people. The new audio messages were played at number line subway stations throughout the city. The audio was complemented by physical signage on several stations.

Although New York 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 the 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 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.

IN TRANSIT 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 NYC LGBT Historic Sites Project (which documents LGBTQ+ history and historical sites in NYC).

Despite NYC’s progressive landscape, transgender people continue to face discrimination, harassment, and violence across the country. An 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.

IN TRANSIT had a 7-day run across NYC the week surrounding Transgender Day of Visibility.

At a time when press coverage is dominated by anti-trans laws and negative anti-woke stories, this campaign injects celebratory and positive trans visibility into the news cycle.

Bernie's story has been 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.

IN TRANSIT successfully engaged with New Yorkers. Partnering with the MTA, we harnessed the ubiquitous subway station audio, a channel with unmatched NYC-wide reach and Bernie Wagenblast’s voice, recognized by every subway rider. IN TRANSIT delivered a powerful message that transgender people are part of everyday life, wrapped in the reassurance of Bernie’s familiar voice. This sparked intrigue and dialogue among commuters in New York, across social media platforms and news outlets.

Callen Lorde, the leading provider of transgender healthcare in New York, and NYC LGBT Historic Sites, a preservation initiative, collaborated on this project, along with the MTA. Through a blend of media formats, including station audio, signage, and podcasts, we immersed local riders in our important message about transgender visibility.