Here We Are
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.
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.
The Here We Are (HWA) campaign was created to shift public perception and understanding of transgender people within the "moveable middle" — those who support transgender equality in theory but may endorse policies that undermine transgender rights. By addressing this gap between belief and action, HWA seeks to foster lasting change in how transgender identity is understood and accepted. With rising anti-transgender legislation and a flood of opposition narratives rooted in fear and misinformation, HWA’s goal is to advance a new, research-backed narrative that validates the authenticity of transgender identity and inspires a culture of acceptance. This comprehensive approach emphasizes proactive storytelling, creating a foundation for state-based organizations to enhance their advocacy, change public opinion, and drive impactful political and cultural shifts in support of transgender equality.
Our research identified that education alone was insufficient to shift public sentiment. Instead, the Here We Are campaign highlighted the personal stories of transgender individuals, centering authentic narratives that depict hopeful, resilient lives. We partnered with GLAAD and leveraged our strategic storytelling framework, which addresses common misconceptions, and helped a diverse group of transgender people tell their stories, softening opposition and emphasizing shared values. These stories were woven into a multi-channel digital campaign, including videos and radio ads, designed for use by movement organizations nationwide. This approach enabled us to drive cultural change by providing local organizations with adaptable assets to extend HWA’s reach.
We have significantly increased support for transgender equality by creating measurable shifts in public opinion and enhancing the capacity of state-based organizations. Through research-backed storytelling, HWA content has reached over 100 million impressions and achieved over 3 million video views, demonstrating strong engagement with a Video Completion Rate exceeding 70% . The campaign’s assets, shared with 11 organizations across 12 states, are used for various advocacy efforts, from fundraising to deep canvassing, amplifying local campaigns and increasing acceptance.
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