Project Description


Deja Lynn Alvarez is the first trans person to run for the office of City Council At-Large in Philadelphia. A strong woman with a challenging past, she was eager to make a difference in the city she calls home. Passionate about issues such as addiction, homelessness, and the local economy, Deja engaged 96andX to develop a campaign messaging platform and a content strategy for social media channels.


Our strategy team developed a messaging platform centered around key issues – homelessness, addiction, and the local economy. We conducted research to define key messaging that would resonate strongly with audiences both within and outside the LGBTQ+ community. Working with Deja’s campaign media team, 96andX developed a launch release that communicated both her story and her platform.


Deja’s strong platform and historic decision to run for public office received a deluge of press and social media attention both locally and nationally. Our platform messaging was validated and social content performed exceedingly well. Additionally, Deja was endorsed as a viable candidate for public office by the LGBTQ Victory Fund, Trans United, and many other organizations and well-known public figures.

Targeted video ads

 96andX developed a series of video ads that communicated Deja’s story in order to evoke an emotional response among those likely to vote in the upcoming election. In addition to sharing this content across social media channels, our media team conducted market research to develop a paid strategy, defining targeting metrics that would be effective in reaching those most likely to engage with the message.