Cannes - Shortlist
Communication Arts - Public Service Winner
PR Week Purpose Award - Winner
Campaign US - Best Idea for A purpose winner
American Advertising Awards - Allyship to advocacy
The Drum Award - Most Effective Integrated Marketing Campaign winner

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Background:

Right now, in 29 of 50 U.S. states, you can be denied housing, service at a business and even medical care because you are LGBTQ+.

The Equality Act would change that. But without broad awareness of LGBTQ+ missing freedoms, The Act had trouble gaining traction. So, The Human Rights Campaign, the largest LGBTQ+ Advocacy organization in the U.S., needed our help to spread awareness of missing LGBTQ+ freedoms in an effort to pass The Equality Act.

Execution

We transformed the ultimate symbol of freedom, The American Flag, into “The Reality Flag” by removing 29 of 50 stars to represent the 29 states that can still deny LGBTQ+ Americans their basic freedoms.

Then, we launched a national 360 campaign. Every piece of communication drove to RealityFlag.com; a site providing education and an easy path to contact government officials.

Results as of Summer 2022

- 480 MM earned media impressions including The Washington Post, Fast Company, USA Today, Elle, and The AdAge Top 5

- 1,300% increase in web traffic to the HRC site

- 12.7MM unique accounts reached on social

- 96% of Senators reached through realityflag.com

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Role: Creative