Protect Our Families
In response to over 3,000 anti-LGBTQ+ bills introduced by state legislatures in 2022, many targeting transgender youth, we partnered with GLAAD to launch a series of PSA campaigns. The goal was to shift public perception and promote acceptance on both local and national levels. Built on a research-driven strategy, the campaign generated over 250 million media impressions and significantly increased audience support after just one viewing.
In response to over 3,000 anti-LGBTQ+ bills introduced by state legislatures in 2022, many targeting transgender youth, we partnered with GLAAD to launch a series of PSA campaigns. The goal was to shift public perception and promote acceptance on both local and national levels. Built on a research-driven strategy, the campaign generated over 250 million media impressions and significantly increased audience support after just one viewing.
Insights
We know that it is hugely important for members of the LGBTQ+ community to share their stories and experiences, and that doing so can have a significant impact on increasing acceptance and moving audiences towards support. But we also know that we need to work from a foundation of data and research that will allow us to move beyond simple message testing, to create the storytelling experiences that are most likely to reach our goals of increased support and motivation to act. 250 million impressions is great, but quantitatively shifting opinion is our ultimate goal. We did that–and we can prove it.
Strategy
We used a variety of research methods to inform the production of a series of PSAs that introduced our audience to the people who are at the greatest threat from the uptick in anti-LGBTQ+ bills, and did so in a way that focuses on our shared human experience and positive storytelling. We worked to bring out the emotional real world stories that best highlighted the issue while staying true to the research-backed narrative strategy we developed.
We produced a game-changing digital campaign for AMC aimed at increasing awareness, understanding, and support for the U.S.-flag shipping industry among key audiences in Washington, DC and beyond. The campaign honed in on the critical role that the industry plays in safeguarding our national security, economic strength, and future growth.
Disney relaunched Planet Possible to inspire both guests and cast members to imagine a sustainable future and take action in everyday life. The campaign focused on emotional storytelling, showcasing Disney’s commitment to environmental stewardship, wildlife conservation, and community impact. By highlighting shared values such as family, conservation, and responsibility, Disney positioned itself as a trusted leader in sustainability, fostering deeper connections with its audience.
GenderCool is a youth-led movement that shifts perceptions by introducing the world to transgender and non-binary youth who are thriving. We partnered with GenderCool to create a Brand Anthem that embodied the vision of their Youth Champions and showcased their transformative work. Through collaborative storytelling and extensive roundtable discussions, we developed a script using the words of the Champions themselves, which we brought to life in an inspiring video.
We transformed GRACE’s narrative by developing a new messaging framework and video storytelling strategy. Anchored by a compelling brand film, this initiative sparked digital fundraising and boosted stakeholder engagement, while equipping GRACE with a rich content library for future campaigns..
Here We Are (HWA) is a pioneering, research-backed national storytelling campaign developed by Ground Media to reshape the narrative around transgender equality and increase public support for transgender rights. Amid a surge in anti-transgender legislation since 2020, the campaign counters harmful narratives and mobilizes support by lifting up the stories of transgender people, effectively reframing the narrative.