New Yorkers are used to voices guiding them through their commutes. Few are as instantly recognizable as Bernie Wagenblast, whose announcements have echoed through the subway system for decades. Earlier this year, her voice returned, this time carrying her authentic identity as a transgender woman.
The project, titled ‘In Transit,’ launched around Transgender Day of Visibility in partnership with Callen-Lorde Community Health Center and creative agency Area 23. The idea was to take something familiar, the subway’s soundscape, and give it new resonance by letting Bernie reintroduce herself in her own words.
David Traini, group creative director at Area 23, explains: “Our charge with Callen-Lorde Community Health System was simple: create visibility for transgender people in a way that would resonate with everyday New Yorkers. New York City has a reputation for inclusivity, but transgender people still experience discrimination, harassment and anxiety, especially in public spaces like the subway. Our task was to use an earned-first creative idea to foster empathy, normalize transgender visibility and help transgender people feel seen.”
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Bernie had come out publicly in 2022. Area 23 saw that her story could expand far beyond a personal announcement. “The spark was really Bernie Wagenblast’s story and how compelling it is,” says Traini. “Studies show that people who know someone who is transgender are more likely to be accepting. New Yorkers knew someone transgender, they just didn’t realize it yet. Bernie’s voice was already iconic. For years, it guided millions of commuters. By reintroducing her in her authentic identity, we turned something deeply familiar into an unforgettable reminder that transgender people are already part of our everyday lives.”
Her voice recordings were paired with visual storytelling underground. Posters and installations appeared at Christopher Street station, a site with deep LGBTQ history. A fictional ‘T Line’ subway map highlighted key landmarks from the city’s transgender past, developed in consultation with the NYC LGBT Historic Sites Project. The combination of familiar audio and educational visuals created a multi-layered reminder that transgender people have always been woven into the city’s fabric.
The team was well aware of the potential for backlash. “Given today’s polarized climate, we knew there was potential for backlash,” Traini notes. “We worked closely with our PR partners at Weber Shandwick to develop a full crisis mitigation communication plan to address any negative response. To our relief, none of it was needed. The coverage was 100% positive; even the MTA’s social media was flooded with encouraging comments.”
The success of the campaign wasn’t measured only in reach, though millions encountered it, but also in sentiment. The positivity of the reaction, especially within the often-unforgiving environment of social media, suggested the work had touched something deeper than a fleeting message.
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The context could not be ignored. Anti-transgender policies and rhetoric have escalated across the US, creating a constant stream of negative headlines. “This campaign is so important right now. Transgender people are under attack nationwide,” says Traini. “We wanted to inject a counter-narrative of positive transgender representation in the media and news cycle. New York City, with its iconic subway system, is the perfect stage. By placing Bernie’s story in the heart of the city, we reminded millions that transgender people are part of everyday life.”
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Beyond the subway announcements and posters, the campaign included a podcast hosted by Bernie, designed to last the length of an average subway ride. It was amplified through a press conference, social coverage from the MTA and participation by partner organizations. The project now lives on in the archives of the New York Transit Museum and the MTA has expanded it by airing messages from other transgender employees.
“What started with Bernie’s story will continue every year as a tradition of transgender visibility,” Traini explains.
The ‘In Transit’ campaign turned a civic utility into something more personal. For a moment, the sounds of commuting were not just directions about which train was arriving but an introduction to a neighbor. And for those who may not have thought about who that voice belonged to, it became harder to ignore the humanity already embedded in the rhythms of city life.
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Area 23 and Callen-Lorde will be celebrated as one of The Ad Club NY's Brave Brands for 2025 at a luncheon during Advertising Week New York. Find out more about the event and how to attend here.