Campaign: Trans Day of Visibility
Client: American Foundation for Suicide Prevention (AFSP)
Role: Creative Lead • Illustrator
Date: 2025
Scope: Creative Strategy • Concept Development • Art Direction • Illustration • Accessible Design • Cross-Functional Collaboration • Multi-Channel Campaign Design
Objective: Create a hopeful Trans Day of Visibility campaign that celebrated transgender lives, inspired hope, and supported suicide prevention. In collaboration with AFSP's Social Media and Marketing teams, I led the creative concept, illustration, and visual direction, translating campaign goals into a cohesive, compassionate visual story.
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The Challenge: AFSP needed to create a Trans Day of Visibility campaign that encouraged hope, affirmed transgender lives, and supported suicide prevention. The campaign required bilingual social media assets that balanced empathy, accessibility, and visual impact while remaining consistent with AFSP's national brand guidelines.
Creative Strategy: Designing for suicide prevention required thoughtful, intentional design. Every creative decision was guided by a simple question: How can this design help someone feel seen, supported, and hopeful?
I developed an illustration system using the orchid as a symbol of strength, resilience, and hope, pairing it with approachable hand lettering to create visuals that felt welcoming and reassuring. Accessibility, readability, color contrast, and emotional safety guided every design decision while remaining consistent with AFSP's brand guidelines. The result was a campaign that communicated hope without minimizing the seriousness of the subject.
Campaign Expansion: Following the success of the initial social campaign, AFSP expanded the creative across email communications. I partnered with the Marketing team to extend the visual system across additional audience touchpoints, creating a consistent experience throughout the campaign.
Impact: Projects like this remind me that the best creative work meets people where they are. It's about creating work that helps others feel seen, understood, and a little less alone. By translating a sensitive topic into a hopeful visual story, this campaign was adopted across AFSP's national social channels, email communications, and regional chapters, extending its reach and creating more opportunities for conversations around transgender visibility, mental health, hope, and suicide prevention.
Interested in collaborating on a project?
Email me: sjmoecker@gmail.com
I'd love to hear your idea!

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