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During the 2018 midterms, a Massachusetts law that protects transgender people in public places was in danger of being repealed, all while transgender rights around the country were being threatened. In order to get a group of voters who were 38% less likely to agree with the ltBTQ movement, our message was simple - just be yourselves.

Launching just days before the election, our campaign provided a provocative rallying cry that urged voters to “Be a Masshole and Vote Yes on 3” to keep the anti-discrimination vote in place. which they did with 68% of the vote, making a statement to the rest of the country.

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

 
 

We didn’t have a big media budget. Zero dollars to be exact.
We posted this film on social and the organic shares did the rest.

 

I won’t bore you with an explanation of how this went viral.
That’s what the case study’s for!

Case Study

 
 

The film drove people to a website where they could learn more about Proposition 3
and download social posters to share their support…

 
 
 

And, well, people actually did.

 
 

There was a lot of positive press coverage…

 

But, perhaps the most meaningful results were the letters from parents thanking us for saying the things they never could.

And, of course, winning with 68% of the vote.

 

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