We worked with UNSW and The Kirby Institute to create a small but impactful social media campaign promoting the Second Australian Trans & Gender Diverse Sexual Health Survey called the Second Australian Trans & Gender Diverse Sexual Health Survey Campaign.

First launched in 2018, the survey gathered vital data from thousands of trans and gender diverse people across Australia. A lot has changed since then. The 2025 survey set out to capture more current, representative insights into the sexual health needs of trans communities today.

Our brief was to refresh an existing AI-generated visual concept with trans flag socks poking out from under a bed. We had to expand it to better reflect the diversity of the community while keeping the campaign clear, welcoming, and highly shareable on social platforms.

We took the simple, effective core idea and ran with it. The refreshed visuals incorporated non-binary and progress pride flag socks, a range of skin tones, and authentic human details like leg hair and tattoos. Bright, eye-catching colours and playful typography helped give the campaign a warm, contemporary feel.

The campaign included:

• Social media tiles tailored to different identities within the trans community

• A short animated video with voiceover from trans and gender diverse community members

• Adaptable templates for sharing survey results

• Carefully considered language and details, with subtle wording choices to avoid algorithm suppression

The Result

The 2025 survey closed and it was hugely successful!

The survey had more than double the number of participants than in the previous survey. We’re looking forward to seeing the results shared widely in 2026.