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.