Quynh Tran 

Who 

The New York Times 
The Day T(rans) Goes Invisible

Mainstream LGBTQ groups solely focus on fighting for the rights of white L(esbian), G(ay), B(isexual) and (Q)ueer, and at no point have Black Trans people shared fully in the gains of racial justice from the activism.

In LGBTQ, T stands for Transgender, meaning it stands for the most overlooked group of this activism. So, this Transgender Day of Remembrance, we make the presence of Black Trans people visible, by making them invisible, literally: We remove the letter T across The New York Times’ entire front page.

Because once their invisibility is invisible, we can’t ignore them.

Miami Ad School Berlin, 2020

T-removed homepage

With the highest daily circulation and its global impact, The New York Times is known for boldly shedding light on the most current matters with numerous impressive visual stunts. Taking advantage of its existing influence, we disturbingly remove the letter T across its entire homepage, including its logo, on both digital and print versions.

Paying homage to Black Trans Lives

The central homepage calls attention to our statement, leading to an article that pays homage to the Black Trans Lives that were painfully taken.

OOH

Role

Concepting, Copywriting

The team

Copywriter — Quynh Tran
Art Director — Hajra Tariq
Tutor — Sarah Buggle (Senior Copywriter, Jung von Matt Berlin)

Mentioned in

Ads Of The World

Cool enough for

2020 Young Shits — Jul-Aug Brief Winner

 

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