Case Study
Google Transgender Awareness Week

ION developed the cause marketing campaign #transvoices. The project included the production of 3 documentary videos, a short film, landing page, web app and a robust influencer program driving conversation around Transgender Awareness Week and Google’s support of the transgender community.

66M
impressions

100+
influencers

6
film festivals screened short film “Umbrella”

Web Design

Objectives

  • Develop content that communicates Google’s ongoing support of the LGBT community
  • Engage LGBT and allied influencers to drive conversation
  • Drive brand lift in the LGBT and allied community

Solutions

  • Developed 3 short films telling the stories of 3 trans heroes
  • Identified and engaged with LGBT influencers to drive conversation around the short films and Transgender Awareness Week
  • Combined the shorts into a longer documentary called “Umbrella” and entered it into LGBT film festivals