Campaign Overview
This Pride Month digital storytelling campaign for The GenderCool Project was created to show the everyday, authentic lives of transgender teens through their own lens.
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Shift public perception of trans kids by highlighting relatability and humanity in a way that felt unifying, not divisive. The campaign focused on everyday moments and lived experience, helping our online community of politically center Americans connect with the youth we serve on a personal level and feel moved to donate to the organization.
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Directed campaign concept, coordinated creative process with youth participants, produced content across social platforms and email, and managed the full rollout.
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Increased audience engagement and drove strong organic reach throughout Pride Month, deepening both emotional and financial investment in GenderCool’s mission. Reached over 100,000 unique impressions, generated 30,000 engagements, and raised more than $5,000 in in-app donations and nearly $2000 in email donations throughout Pride Month.
Social Media Post
Copy: Meet 19 year old Chazzie (she/her). She’s a writer, a fashion lover, a music fan, a sister, and a future policymaker.
Chazzie has been sharing her story since she was 11 to help others understand that being transgender is just one part of who she is. Her identity does not limit her. It expands what’s possible. Transgender and nonbinary kids have always been here and Chazzie is making sure the world remembers.
Chazzie’s story is powerful because it’s real. And she’s just getting started.
Help us keep stories like hers in the spotlight.
Format
Each of the nine features included three parts:
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Casual, candid photos taken by the teens themselves or their friends. Mirror selfies, film-style snapshots, and photos that reflect their personal style and everyday energy.
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Inspired by “what’s in my bag” trends, each teen shares a photo of their daily essentials. These items reflect personality and identity—fidgets, books, sunglasses, pins, art supplies, and anything else that feels like them.
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A short narrative in their own voice about what it’s like to be themselves right now. Teens talk about identity, creativity, misunderstanding, confidence, and what brings them joy.
Social Media Post
Copy: Meet Daniel (he/him). At 19, he juggles classes, work, and a full schedule, finding peace in quiet moments outdoors. With so much noise around transgender identities, he stays grounded by focusing on joy and showing up as a safe space for others.
Daniel’s story is part of a bigger shift happening across the country. Transgender youth are not passive to the world around them. They are shaping it.
GenderCool’s work amplifying stories like Daniel’s only continues with your support. If you believe in a future where transgender young people can live, lead, and thrive, now is the time to act.
Email #1: Pride Launch Appeal
Subject: It’s time to listen directly to trans youth
Dear [First Name],
The world has a lot to say about transgender youth, but far too often those conversations happen without the very people they affect.
The GenderCool Champions are changing that. They are sharing their lives in their own words, showing what brings them joy, what keeps them grounded, and what it truly means to grow up as themselves.
This Pride Month, we are amplifying real stories of young people thriving as their authentic selves. Your support helps make these stories visible and keeps this movement growing.
If you believe in a future where every young person can live, lead, and thrive, now is the time to act.
[Support trans Youth Now]
Email #2: Mid-Campaign Appeal
Subject: These stories are changing lives.
Dear [First Name],
Across the country, more people are seeking to better understand transgender youth. The GenderCool Champions are closing that gap by sharing their lives in their own words.
This Pride Month on social media, the Champions are showing the world who they are beyond the headlines. They are talking about friendship, creativity, goals, and the small moments of joy that shape their everyday lives. Together, their stories offer a more complete picture of what it means to grow up as themselves.
Each story helps replace misinformation with understanding. It reminds people that transgender youth are thriving as who they are and shaping a brighter future for everyone.
Your support is what makes that future a reality. Follow along and share their stories on social media to help even more people see what it truly looks like to be a transgender teen in America.
[Support Our Work]
Impact Statements from community members