TURNNT

The Ask: The TURNNT study aimed to enroll at least 500 trans women of color to better understand their challenges and needs. TURNNT and Colombia needed an enrollment campaign that would both reach the target audience and build trust in a healthcare institution that historically hasn't supported the trans community.

The Solve: By featuring trans women from the community as the faces of TURNNT, with a bold headline asking participants to “Build a Better Future,” we were able to achieve a 40% increase in enrollment compared to previous campaigns. One-on-one interviews with each woman generated a series of videos and social media content around issues within the trans community, which received over 500,000 views and shares, resulting in increased awareness and participation. By centering the campaign on the women themselves and their experiences, we were able to build trust and create a meaningful impact in their lives.