Perfectly Queer: The Card Game
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Perfectly Queer: The Card Game *
Many LGBTQ+ youth, especially those from multicultural families, face cultural, generational, and language barriers that make conversations about identity, relationships, and sexual wellness difficult. So, how do we help It Gets Better make these conversations possible?
The Challenge
Perfectly Queer is a conversation card game designed to make difficult discussions feel more approachable. The deck features more than 140 prompts, a bilingual glossary, and four conversation categories that encourage players to explore identity, relationships, and community at their own pace.
The Idea
✦ Crafted compelling copy for question prompts and introductory cards, ensuring the language was engaging, inclusive, and thought-provoking
✦ Wrote supporting social media content for the product launch
✦ Creation and translation of bilingual glossary
My Role
✦ Original limited-edition run sold out through a donation incentive campaign
✦ 413,000 earned media impressions through a media partnership
✦ An award-winning resource designed specifically for multicultural LGBTQ+ youth and their loved ones
Results
Campaign Extension
Valentine’s Day Social Push
A seasonal social campaign celebrating queer joy through Valentine’s cards written with playful nods to LGBTQ+ community humor. The Instagram, LinkedIn, and Tumblr-driven activation encouraged audiences to share the cards while driving awareness and sales of the limited-edition conversation game.
