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GLAAD

Protect Our Families

In 2022 State Legislatures introduced more than 3000 bills attacking LGBTQ+ people, with a particular focus on transgender youth. We partnered with GLAAD on several PSA campaigns to help shift the narrative on the local and national level in order to help promote acceptance and build a more just and equitable world. We needed to ensure that we had a research-based foundation for creating videos that moved people and quantitatively increased support. The campaign included calls to action directing audiences to websites featuring up to date information on how to get involved. Collectively, all of the PSAs were hugely successful, amassing more than 250 million media impressions on launch and proving to quantitatively move audiences closer to support in statistically significant amounts after a single viewing.

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Insights

We know that it is hugely important for members of the LGBTQ+ community to share their stories and experiences, and that doing so can have a significant impact on increasing acceptance and moving audiences towards support. But we also know that we need to work from a foundation of data and research that will allow us to move beyond simple message testing, to create the storytelling experiences that are most likely to reach our goals of increased support and motivation to act. 250 million impressions is great, but quantitatively shifting opinion is our ultimate goal. We did that–and we can prove it.

Protect Our Families
Protect Our Families
Protect Our Families
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Protect Our Families
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Insights

We know that it is hugely important for members of the LGBTQ+ community to share their stories and experiences, and that doing so can have a significant impact on increasing acceptance and moving audiences towards support. But we also know that we need to work from a foundation of data and research that will allow us to move beyond simple message testing, to create the storytelling experiences that are most likely to reach our goals of increased support and motivation to act. 250 million impressions is great, but quantitatively shifting opinion is our ultimate goal. We did that–and we can prove it.

Strategy

We used a variety of research methods to inform the production of a series of PSAs that introduced our audience to the people who are at the greatest threat from the uptick in anti-LGBTQ+ bills, and did so in a way that focuses on our shared human experience and positive storytelling. We worked to bring out the emotional real world stories that best highlighted the issue while staying true to the research-backed narrative strategy we developed.

FIND OUT HOW WE DID IT

Outcome

Comcast. NBCUniversal, Paramount, WarnerMedia, The Walt Disney Company, and the Ad Council all donated air time to the PSA, and the launch was covered by outlets including MSNBC, Yahoo! and Deadline. In addition to being shown in Times Square and amassing over 250 million impressions, the ads increased support for equality and motivated action by statistically significant and impressive numbers. The PSAs increased support for equality by 3.5% and increased urgency on our issue by 6.2% among our target audience. Please get in touch to learn more about our data.

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