Washington, D.C., area creative advertising agency SmithGifford has partnered with the Gay Men’s Chorus of Washington, DC (GMCW) for the past two seasons, concepting and creating the marketing efforts supporting several key performances and events. For the final GMCW event of the season, SmithGifford has tapped into real stories from the transgender community to promote the show. Called TransAmerica, the performance has been billed as “a gorgeous, powerful, and uplifting celebration of the transgender, non-binary, and genderqueer communities” by organizers.

A celebration of sharing and learning presented in the form of song, dance and special guests, advertising the performance required agency creatives to tap into personal stories – mirroring how many chorus members will draw on and share their own experiences during the performance. Hard-hitting quotes were used to highlight some of the surprising and shocking moments experienced on a transgender person’s journey – and often struggle – toward self-expression. A color gradient alluding to the transgender flag visually supported the provocative statements.

The campaign itself – including posters, digital and social ads, magazine placements and other communications – is in market now and has been well received by GMCW’s transgender board members and the community as a whole. Since SmithGifford’s involvement with GMCW, ticket sales have increased and this show is expected to be no different.

Partnering with clients like GMCW closely aligns with SmithGifford’s driving mantra of “Good Work. Good People.” It’s projects like this, taking a simple series of posters to proclaim a provocative mix of understanding and truth, that helps fuel the creativity of the entire team. See more at smithgifford.com.

SmithGifford is a Capitol Communicator sponsor.