Campaign details

Brand: Equality NC
Advertiser: Equality NC
Lead agency: McKinney

Effie awards category context

Our challenge was to get NC voters in our target to care enough about the impact of the HB2 bathroom bill to show up on Election Day and vote. With our campaign efforts during the political race, we created more than half a billion impressions in the fight against an issue that helped make Pat McCrory the only sitting governor – Democrat or Republican – to be ousted on Election Day. And the only major Republican candidate to lose in North Carolina – a state that Donald Trump won.

State of the marketplace and brand's business

On March 23, 2016, North Carolina Governor Pat McCrory signed into law House Bill 2, now infamous as HB2 or "the bathroom bill." The bill required transgender people to use the bathroom corresponding to their birth gender and included a number of other discriminatory provisions.1