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Yes on 3 Coalition
Be a Masshole, Not an Asshole

RAN IN: United States

CLIENT
MullenLowe U.S.

AGENCY
MullenLowe U.S. *Lead Agency


Mediahub *Lead Agency


SUMMARY

Male Massachusetts residents are 38% less likely than female residents to agree with the LGBTQ movement. So how do you get them to advocate for and vote to uphold transgender rights? You just tell them to be themselves.  Redefining the term “Masshole” as the champion of civil liberties, our social film reminded Massachusetts citizens, especially men, that only a real asshole would deny rights to their neighbors. “Be a Masshole, Not an Asshole” increased conversation and advocacy among an unlikely audience, helping uphold transgender rights during the 2018 midterm elections.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT,PRINT,SOCIAL MEDIA,Online Video

Audience: Massachusetts voters; males 18-35

Objectives: INCREASE ADVOCACY AND CONVERSATION FOR THE YES ON 3 EFFORT TO UPHOLD TRANSGENDER RIGHTS IN MASSACHUSETTS

Type: Business to Consumer

Language: English