E! ENTERTAINMENT
I Am Cait
challenge
Forty-one percent. That’s the percentage of transgender people who attempt suicide. Suddenly, our planet doesn’t seem so hospitable. E! Entertainment, part of NBCUniversal, hired us to promote Caitlyn Jenner’s show about her new identity.
Solution
When we began, there was no guidebook for this, no precedent, only tabloids and comedians offering dark commentary on Bruce Jenner. We realized that we were going to help frame the conversation about transgender social issues for a nationwide audience. We wanted to beautify the conversation with a radical makeover, employing the same cinematic techniques used on Bethany Mota in our YouTube “Creators” campaign (2014).
Impact
Jenner was featured on the cover of Vanity Fair, as Caitlyn Jenner, finally in her own skin and in front of millions. The strategy continued to play out, beautifying the conversation while humanizing the issue.
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