Gendercool Project

The GenderCool Project at its core is a positive storytelling campaign. Our power lies in introducing to the country talented, successful, and remarkable transgender children. We do this by helping them tell stories of who they are, not what they are. They are writers, musicians, future politicians, volunteers, writers, actors, entrepreneurs. These are the stories we tell through videos, online content, speaking engagements, media interviews and long-term partnerships with corporate America and influential media partners. As a result, we are breaking through to millions of people who have never met a transgender child through digital and relational channels.

We currently have introduced two waves of extraordinary transgender and non-binary young people – our Champions – from across the U.S. Our Champions are gender, racially, socio-economically and geographically diverse. We have on-boarded 20 Champions thus far, are now working to identify, prepare and bring on our third wave of five new Champions.

1) We will do intensive research, have a specific set of criteria that Champions and their families must meet, and conduct a series of virtual/in person interviews before selecting the Champions. We then have a full onboarding protocol, which includes the filming and post production of each Champion’s marquee video. Once this is done, we work with the family and Champion to media and message train them for future public appearances.

2) Paid Media Plan. Once each Champion is onboarded and their video complete, we will digitally introduce each Champion via paid support and an engagement plan. We have developed a plan that includes targeting to existing GenderCool supporters, likely allies, and individuals who have likely never met a transgender person.

3) National and State Earned Media Effort. We pursue select national and state earned media opportunities to introduce this cohort of Champions and the work of GenderCool.

GenderCool works in collaboration with its current and new corporate partnerships to provide unique experiences within the corporate sector. We work closely with top tech companies including Intuit to host a GenderCool Day at Intuit’s headquarters in Mountain View along with several other tech companies that will be invited to participate and join the GenderCool Talk.

As we work to cultivate and prepare the next cohort of Champions, we will continue to consult leading communications resources in this space. The Movement Advancement Project (MAP) is our consistent go-to for messaging that continues to update as public sentiment and the overall climate evolves. In addition, we will continue to audit leading behavioral/attitudinal studies created by third-party organizations in the LGBTQ space.