International Transgender Day of Visibility Campaign Takes Over New York Subway Station

A new awareness campaign, 'In Transit: Guiding 2.4 million daily riders to respect trans people,' will launch at the Christopher Street-Sheridan Square station on Friday, March 29th in honour of International Transgender Day of Visibility. The campaign is inspired by ‘Voice of the Subway’ Bernie Wagenblast who came out as transgender in 2022, and her voice will be heard in the subway station in recognition of this day.

The campaign was created by AREA 23, an IPG Health company and award-winning healthcare marketing agency, with expert support from the NYC LGBT Historic Sites Project, an award-winning cultural heritage initiative, and Callen-Lorde Community Health Centre, a global leader in LGBTQ+ health.  

The installation features posters in the Christopher Street station, a location with deep significance to the community, that raise awareness of Transgender Day of Visibility and drive riders to listen to a podcast mini-series, 'InTransit,' hosted by Bernie Wagenblast and includes rotating guests. Each episode is the length of a typical subway ride and will highlight educational content related to the transgender community including gender identity, inclusive language and other relevant topics. In addition, the campaign will lead to the unveiling of a new fictional transit line in which every stop represents a real-life landmark of the trans movement in New York City. People will be able to 'ride' the line via a forthcoming microsite traveling through a sampling of NYC’s trans history.   

Bernie Wagenblast, Voice of the Subway, "I know how much visibility matters and I hope, by sharing my story, folks will be reminded that transgender people are a part of their everyday life each time they hear me making an announcement.”

David Traini, group creative director, AREA 23 said, “This is an opportunity to share Bernie’s story as a way to help raise visibility for transgender people, celebrate their contributions and milestones while also raising awareness for the discrimination that many face around the globe. Our goal was twofold: to spotlight and support the transgender community while also fostering understanding and education among all commuters.” 

Ken Lustbader, co-director of the NYC LGBT Historic Sites Project said, “As we recognise Transgender Day of Visibility, it’s crucial to also understand that trans people have always existed, making their own history as they pursue healthy, safe, and joyful lives. ‘In Transit’ and the T Line have the power to introduce large numbers of New Yorkers to place-based trans history, right here in their own city. From the 19th century residence of Murray Hall to medical offices where ground-breaking care was provided as early as the 1940s, these extant sites allow for a visceral connection to an often overlooked history.”

Patrick McGovern, CEO of Callen-Lorde said, “We’re honoured to be part of this creative and engaging campaign that uplifts the experiences of trans New Yorkers for International Transgender Day of Visibility,” said Patrick McGovern, CEO of Callen-Lorde Community Health Centre. “The resilience of the trans community has paved the way for LGBTQ+ rights across the country, and their stories deserve to be amplified and celebrated. At a time when LGBTQ+ healthcare is under attack, Callen-Lorde is proud to serve as a safe haven for queer and trans people who need knowledgeable and welcoming healthcare–as we have for more than 55 years.”