Amazon – #VoiceOfTrans Campaign
Client Challenge
Amazon wanted to make a meaningful impact during International Transgender Day of Visibility, using its technology to amplify transgender voices and drive real-world advocacy. The challenge was to create an interactive, inclusive experience that not only raised awareness but also encouraged direct action in support of transgender rights.
Our Approach
Alexa Voice Transition – We programmed Amazon Alexa to transition to a male transgender voice, symbolising the power of voice in identity and visibility.
Interactive Digital Engagement – Users could ask Alexa about transition experiences, fostering education, empathy, and awareness.
First-Ever Voice-Activated Petition – Alexa enabled users to sign a UN resolution petition through voice commands, making history as the first voice-activated advocacy campaign.
Multi-Platform Digital Amplification – The campaign was featured across leading LGBTQ+ media platforms and digital spaces to drive awareness at scale.
Out-of-Home (OOH) Visibility – High-impact digital billboards in key locations carried the powerful message: “Release Our Voice”, reinforcing the campaign's reach in real-world spaces.
Key Outcomes
📌 20M+ global reach within the LGBTQ+ community.
📌 4M+ social impressions, engaging diverse audiences worldwide.
📌 3,000+ shared posts, amplifying the message across digital platforms.
📌 13 countries reached, ensuring international visibility and impact.
The Impact
✅ A historic first – Created the world’s first voice-activated petition for LGBTQ+ rights.
✅ Elevated trans voices – Authentically represented transgender experiences through AI.
✅ Tech-driven inclusivity – Showcased how AI and voice technology can drive cultural change.
✅ Global awareness – Featured across major media outlets, including LGBTQ+ and mainstream press.
This campaign wasn’t just about technology—it was about using voice to create visibility, drive advocacy, and empower a global community.
