Transgender Day of Remembrance

The Transgender Center of the Rockies (TCR) holds an annual Transgender Day of Remembrance (TDOR) event each November, honoring lost lives. Seeking to maximize their grant budget, they sought our guidance on boosting awareness and attendance for the 2022 event, focusing on 18-60+ y/o transgender, nonbinary, two-spirit, and gender nonconforming individuals in the Denver Metro area.

Our approach involved geotargeting areas with high trans populations, crafting a comprehensive landing page with event info and history, and creating a poignant video spotlighting 2022's lost lives with messages of resistance, growth, and love. Our strategy aimed to foster community, with a focus on celebrating lives and empowering survivors, avoiding excessive negativity for broader reach.

The campaign launched two weeks before the mid-November event, with a retargeting effort planned a week prior. Challenges arose when initially approved ads were later rejected for sensitive content. Rapid disclaimers were added for relaunch. Results were impressive: 292 Facebook event ad responses, 888 TDOR landing page visitors in five days, and a 3% conversion rate for ticket reservations, leading to a sold-out event.

Tragically, on TDOR night, a gunman attacked a Colorado Springs LGBTQ+ bar, underscoring the campaign's importance.

In conclusion, despite setbacks and somber events, our 2022 TDOR campaign succeeded in fostering unity, empowering the transgender community, and recognizing ongoing challenges, despite the difficult road ahead.