Yes on 3 | Be a Masshole
During the 2018 midterms, a Massachusetts law that protects transgender people in public places was in danger of being repealed. In order to convince a group of voters who were 38% less likely to agree with the lGBTQ movement, our message was simple - just be yourselves.
Launching just days before the election, our campaign provided a rallying cry — “Be a Masshole, Vote Yes on 3”.
Notables
One Show Shortlist X2 | Effies Gold x3
1MM organic video views | 60k+ shares | 40k site visits | 5.5k posters downloaded
Boston Globe | Esquire | Politico | Boston.com | Boston Magazine | LGBTQ Nation | Adweek | Reddit
With no media budget (literally zero dollars), the campaign needed a provocative message in order to draw attention.
Here’s how the whole thing played out.
Case Study
Downloadable social posters were available to everyone
who wanted to share their support.
