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        停止HB2

        案例简介：相关性 不幸的是，众议院法案2是去年北卡罗来纳州的故事，由于种种错误的原因，该州成为了全国关注的焦点。HB2在黑暗的掩护下通过了一项法案，该法案歧视了LGBTQ社区，HB2使企业，演艺人员和体育赛事避免并抵制了该州，最终耗资数十亿美元。北卡罗来纳州唯一的求助手段是让签署该法案的人，州长帕特·麦克罗里 (Pat McCrory) 投票罢免。为了帮助实现这一目标，我们努力将法案的负面影响放在首位，直到选举日。 结果 首席执行官的来信引起了全国媒体的关注，因为它代表了公司对该法案的首次反对。它获得了3.52亿个公关印象，包括CNN，NBC，CBS，《财富》和《赫芬顿邮报》以及全国主要日报的报道。我们的HB2卫生纸获得了8200万的公关印象和几十个要求大订单的机构的电话。关于NC的事情2爱获得了3900万的印象，并在YouTube页面上流行。我们的抵制乐队获得了5900万个公关印象，登陆《滑稽或死亡》，《赫芬顿邮报》和《广告周刊》的页面，以及全国颁发的独立周刊的封面。在没有任何付费媒体的情况下，这超过了5亿次印象。但我们竞选活动最真实的衡量标准是在选举日，当时我们的州长是唯一一位没有连任的共和党州长。此外，他对这项构思不周的法案的持续依恋被视为他失败的原因。 概要 2016年3月23日，北卡罗来纳州的HB2大大限制了地方政府颁布反歧视条例的能力，并要求人们使用与出生证明上确定的性别相对应的单性别公共洗手间。HB2引起轩然大波。布鲁斯·斯普林斯汀 (Bruce Springsteen) 和珍珠果酱 (Pearl Jam) 等国家行为取消了他们的表演，NBA和NCAA等体育组织将他们的活动移出了该州，贝宝 (PayPal) 撤回了在夏洛特 (Charlotte) 扩张的计划，变性人社区的支持者发誓要战斗。从第一天起，Equality NC就站稳了脚跟: HB2对人不利，对企业不利。那么，我们如何帮助他们废除该法案？我们没有转向付费媒体，而是转向了我们所知道的最有效的变革手段: 创造力。 运动描述 在法案通过和选举之间的八个月中，我们竞选活动的每一段都将法案及其对国家的负面影响放在首位。首先，我们写并发表了一封信，由100多位首席执行官签署，强烈敦促废除。当州长没有动摇时，我们在另一种纸上写了字，把 “浴室账单” 放在它应该的地方: 卫生纸上。我们采取了抵制抗议的两层象征，并将其发送给当地企业，商会，大学和媒体。在越来越多的抵制中，我们推出了Things 2 Love关于NC，这是一个YouTube频道，其中包含的视频，由于HB2，这些视频并不存在。当真正的乐队拒绝演奏时，我们重聚了一个假乐队来填补。我们的假乐队主演了一部真实的纪录片，有真实的非常糟糕的歌曲，并登上了真实出版物的真实封面。 执行 首先，我们精心制作并发布了敦促州长废除的信，包括马克·扎克伯格 (Mark Zuckerberg)，蒂姆·库克 (Tim Cook)，Google和星巴克 (Starbuck's) 负责人以及其他96位首席执行官的签名。我们向全国的记者和博客作者发送了HB2厕纸，敦促他们冲洗HB2 (当然，在写完之后)。我们将抗议者 “木乃伊式” 包裹在卫生纸中，并将面包卷送到大学和企业，以便他们参加抗议活动。关于NC，点击诱饵头条 (“三重彩虹!”) 将视频放在YouTube上的热门部分。抵制乐队的公关是荒谬的。我们上了旧学校，在IBM Selectric上手工键入了一个版本，并以类似老虎节拍的宣传镜头向记者邮寄了蜗牛。“真正的” 采访是与难以置信的记者进行的，这些记者最终被带到 “帐篷下”。这些故事和乐队本身一样荒谬，邀请了成千上万的读者来开玩笑。 战略 我们的竞选活动对法案对我们州产生的任何负面影响都做出了反应。在没有付费媒体的情况下，我们需要起草有关该法案发生时的新闻。我们写了这封信，给了一百多家企业第一个表达反对该法案的平台，在此过程中引起了全国性的新闻。然后我们把账单放在卫生纸上，对 “浴室账单” 发表了一份引人注目的声明。我们用 “关于NC的事情2爱” 来反驳关于国家的坏消息，其中有点击诱饵的标题，这有助于网站，以及我们的anti-HB2信息，登陆YouTube上的热门页面。随着抵制的继续，我们创造了一个荒谬的叙述，只有在北卡罗来纳州2016年才有意义。我们的抵制乐队让傅nny或Die和Indy Week的封面，邀请成千上万的人与乐队见面。

        停止HB2

        案例简介：Relevancy Unfortunately, House Bill 2 was the story in North Carolina last year, pushing the state into the national spotlight for all the wrong reasons. A bill passed under cover of darkness that discriminated against the LGBTQ community, HB2 had businesses, entertainers, and athletic events avoiding and boycotting the state, which ultimately cost billions. The only recourse North Carolinians had was to get the man who signed the bill, Governor Pat McCrory, voted out of office. To help make this happen, we worked to keep the bill’s negative effects top of mind until Election Day. Outcome The CEO letter garnered national media attention as it represented the first groundswell of corporate opposition to the bill. It netted 352 million PR impressions, including coverage on CNN, NBC, CBS, Fortune and Huffington Post and in major dailies nationwide. Our HB2 toilet paper earned 82 million PR impressions and dozens of calls to the agency requesting large orders. Things 2 Love about NC garnered 39 million impressions and a spot on the Popular on YouTube page. And our boycott band scored 59 million PR impressions, landing on Funny or Die, the pages of Huffington Post and Adweek, and the cover of a nationally awarded Independent Weekly. That’s over half a billion impressions without the benefit of any paid media. But the truest measure of our campaign was felt on Election Day, when our governor was the only Republican governor not to be re-elected. Furthermore, his continued attachment to this ill-conceived bill was viewed as the reason for his defeat. Synopsis On March 23, 2016, North Carolina’s HB2 greatly limited the ability of local government to enact anti-discrimination ordinances and required people to use the single-sex public restroom corresponding with the gender identified on their birth certificate. Uproar over HB2 ensued. National acts like Bruce Springsteen and Pearl Jam canceled their performances, sporting organizations like the NBA and the NCAA moved their events out of the state, PayPal withdrew its plan to expand in Charlotte, and supporters of the transgender community vowed to fight. From day one, Equality NC stood firm: HB2 was bad for people and bad for business. So how could we help their efforts to repeal the bill?Instead of turning to paid media, we turned to the most effective means of change we know: creativity. CampaignDescription Each leg of our campaign served to keep the bill, and its negative impact on the state, top of mind during the eight months between the bill’s passage and the election.First, we wrote and published a letter, signed by over 100 CEOs, strongly urging a repeal. When the governor wasn’t swayed, we wrote on a different kind of paper, putting the “bathroom bill” where it belongs: on toilet paper. We took our two-ply symbol of resistance to protests and sent it to local businesses, chambers of commerce, universities, and media outlets. Amid increasing boycotts, we launched Things 2 Love About NC, a YouTube channel featuring videos that, thanks to HB2, didn’t exist. When real bands refused to play, we reunited a fake one to fill in. Our fake band starred in a real documentary, had real really bad songs, and landed on the real cover of a real publication. Execution First, we crafted and released the letter urging the governor to repeal, including signatures from Mark Zuckerberg, Tim Cook, the heads of Google and Starbuck’s, and 96 other CEOs. We sent HB2 toilet paper to journalists and bloggers nationwide, urging them to flush HB2 (after writing about it, of course). We wrapped protestors “mummy-style” in the toilet paper, and sent rolls to universities and businesses so they could join the protest. With Things 2 Love about NC, click-bait headlines (“Triple Rainbow!”) landed the videos on the Popular on YouTube section. And PR for the boycott band was appropriately absurd. We went old school, hand-typing a release on an IBM Selectric, snail-mailed to reporters with a Tiger Beat-like publicity shot. “Real” interviews were held with incredulous reporters who were eventually brought “under the tent.” The stories were as ridiculous as the band itself, inviting thousands of readers in on the joke. Strategy Our campaign reacted to whatever negative impact the bill was having on our state. With no paid media, we needed to draft off of news about the bill as it occurred. We wrote the letter that gave over a hundred businesses the first platform with which to express opposition to the bill, making national news in the process. Then we put the bill on toilet paper, making an attention-grabbing statement against the “bathroom bill.” We countered the torrent of bad news about the state with Things 2 Love about NC, featuring click-bait headlines, which helped the site, and our anti-HB2 message, land on the Popular on YouTube page. As boycotts continued, we created an absurd narrative that would only make sense in 2016 North Carolina. Our boycott band made Funny or Die and the cover of Indy Week, inviting thousands to meet the band that never should have been.

        Stop HB2

        案例简介：相关性 不幸的是，众议院法案2是去年北卡罗来纳州的故事，由于种种错误的原因，该州成为了全国关注的焦点。HB2在黑暗的掩护下通过了一项法案，该法案歧视了LGBTQ社区，HB2使企业，演艺人员和体育赛事避免并抵制了该州，最终耗资数十亿美元。北卡罗来纳州唯一的求助手段是让签署该法案的人，州长帕特·麦克罗里 (Pat McCrory) 投票罢免。为了帮助实现这一目标，我们努力将法案的负面影响放在首位，直到选举日。 结果 首席执行官的来信引起了全国媒体的关注，因为它代表了公司对该法案的首次反对。它获得了3.52亿个公关印象，包括CNN，NBC，CBS，《财富》和《赫芬顿邮报》以及全国主要日报的报道。我们的HB2卫生纸获得了8200万的公关印象和几十个要求大订单的机构的电话。关于NC的事情2爱获得了3900万的印象，并在YouTube页面上流行。我们的抵制乐队获得了5900万个公关印象，登陆《滑稽或死亡》，《赫芬顿邮报》和《广告周刊》的页面，以及全国颁发的独立周刊的封面。在没有任何付费媒体的情况下，这超过了5亿次印象。但我们竞选活动最真实的衡量标准是在选举日，当时我们的州长是唯一一位没有连任的共和党州长。此外，他对这项构思不周的法案的持续依恋被视为他失败的原因。 概要 2016年3月23日，北卡罗来纳州的HB2大大限制了地方政府颁布反歧视条例的能力，并要求人们使用与出生证明上确定的性别相对应的单性别公共洗手间。HB2引起轩然大波。布鲁斯·斯普林斯汀 (Bruce Springsteen) 和珍珠果酱 (Pearl Jam) 等国家行为取消了他们的表演，NBA和NCAA等体育组织将他们的活动移出了该州，贝宝 (PayPal) 撤回了在夏洛特 (Charlotte) 扩张的计划，变性人社区的支持者发誓要战斗。从第一天起，Equality NC就站稳了脚跟: HB2对人不利，对企业不利。那么，我们如何帮助他们废除该法案？我们没有转向付费媒体，而是转向了我们所知道的最有效的变革手段: 创造力。 运动描述 在法案通过和选举之间的八个月中，我们竞选活动的每一段都将法案及其对国家的负面影响放在首位。首先，我们写并发表了一封信，由100多位首席执行官签署，强烈敦促废除。当州长没有动摇时，我们在另一种纸上写了字，把 “浴室账单” 放在它应该的地方: 卫生纸上。我们采取了抵制抗议的两层象征，并将其发送给当地企业，商会，大学和媒体。在越来越多的抵制中，我们推出了Things 2 Love关于NC，这是一个YouTube频道，其中包含的视频，由于HB2，这些视频并不存在。当真正的乐队拒绝演奏时，我们重聚了一个假乐队来填补。我们的假乐队主演了一部真实的纪录片，有真实的非常糟糕的歌曲，并登上了真实出版物的真实封面。 执行 首先，我们精心制作并发布了敦促州长废除的信，包括马克·扎克伯格 (Mark Zuckerberg)，蒂姆·库克 (Tim Cook)，Google和星巴克 (Starbuck's) 负责人以及其他96位首席执行官的签名。我们向全国的记者和博客作者发送了HB2厕纸，敦促他们冲洗HB2 (当然，在写完之后)。我们将抗议者 “木乃伊式” 包裹在卫生纸中，并将面包卷送到大学和企业，以便他们参加抗议活动。关于NC，点击诱饵头条 (“三重彩虹!”) 将视频放在YouTube上的热门部分。抵制乐队的公关是荒谬的。我们上了旧学校，在IBM Selectric上手工键入了一个版本，并以类似老虎节拍的宣传镜头向记者邮寄了蜗牛。“真正的” 采访是与难以置信的记者进行的，这些记者最终被带到 “帐篷下”。这些故事和乐队本身一样荒谬，邀请了成千上万的读者来开玩笑。 战略 我们的竞选活动对法案对我们州产生的任何负面影响都做出了反应。在没有付费媒体的情况下，我们需要起草有关该法案发生时的新闻。我们写了这封信，给了一百多家企业第一个表达反对该法案的平台，在此过程中引起了全国性的新闻。然后我们把账单放在卫生纸上，对 “浴室账单” 发表了一份引人注目的声明。我们用 “关于NC的事情2爱” 来反驳关于国家的坏消息，其中有点击诱饵的标题，这有助于网站，以及我们的anti-HB2信息，登陆YouTube上的热门页面。随着抵制的继续，我们创造了一个荒谬的叙述，只有在北卡罗来纳州2016年才有意义。我们的抵制乐队让傅nny或Die和Indy Week的封面，邀请成千上万的人与乐队见面。

        Stop HB2

        案例简介：Relevancy Unfortunately, House Bill 2 was the story in North Carolina last year, pushing the state into the national spotlight for all the wrong reasons. A bill passed under cover of darkness that discriminated against the LGBTQ community, HB2 had businesses, entertainers, and athletic events avoiding and boycotting the state, which ultimately cost billions. The only recourse North Carolinians had was to get the man who signed the bill, Governor Pat McCrory, voted out of office. To help make this happen, we worked to keep the bill’s negative effects top of mind until Election Day. Outcome The CEO letter garnered national media attention as it represented the first groundswell of corporate opposition to the bill. It netted 352 million PR impressions, including coverage on CNN, NBC, CBS, Fortune and Huffington Post and in major dailies nationwide. Our HB2 toilet paper earned 82 million PR impressions and dozens of calls to the agency requesting large orders. Things 2 Love about NC garnered 39 million impressions and a spot on the Popular on YouTube page. And our boycott band scored 59 million PR impressions, landing on Funny or Die, the pages of Huffington Post and Adweek, and the cover of a nationally awarded Independent Weekly. That’s over half a billion impressions without the benefit of any paid media. But the truest measure of our campaign was felt on Election Day, when our governor was the only Republican governor not to be re-elected. Furthermore, his continued attachment to this ill-conceived bill was viewed as the reason for his defeat. Synopsis On March 23, 2016, North Carolina’s HB2 greatly limited the ability of local government to enact anti-discrimination ordinances and required people to use the single-sex public restroom corresponding with the gender identified on their birth certificate. Uproar over HB2 ensued. National acts like Bruce Springsteen and Pearl Jam canceled their performances, sporting organizations like the NBA and the NCAA moved their events out of the state, PayPal withdrew its plan to expand in Charlotte, and supporters of the transgender community vowed to fight. From day one, Equality NC stood firm: HB2 was bad for people and bad for business. So how could we help their efforts to repeal the bill?Instead of turning to paid media, we turned to the most effective means of change we know: creativity. CampaignDescription Each leg of our campaign served to keep the bill, and its negative impact on the state, top of mind during the eight months between the bill’s passage and the election.First, we wrote and published a letter, signed by over 100 CEOs, strongly urging a repeal. When the governor wasn’t swayed, we wrote on a different kind of paper, putting the “bathroom bill” where it belongs: on toilet paper. We took our two-ply symbol of resistance to protests and sent it to local businesses, chambers of commerce, universities, and media outlets. Amid increasing boycotts, we launched Things 2 Love About NC, a YouTube channel featuring videos that, thanks to HB2, didn’t exist. When real bands refused to play, we reunited a fake one to fill in. Our fake band starred in a real documentary, had real really bad songs, and landed on the real cover of a real publication. Execution First, we crafted and released the letter urging the governor to repeal, including signatures from Mark Zuckerberg, Tim Cook, the heads of Google and Starbuck’s, and 96 other CEOs. We sent HB2 toilet paper to journalists and bloggers nationwide, urging them to flush HB2 (after writing about it, of course). We wrapped protestors “mummy-style” in the toilet paper, and sent rolls to universities and businesses so they could join the protest. With Things 2 Love about NC, click-bait headlines (“Triple Rainbow!”) landed the videos on the Popular on YouTube section. And PR for the boycott band was appropriately absurd. We went old school, hand-typing a release on an IBM Selectric, snail-mailed to reporters with a Tiger Beat-like publicity shot. “Real” interviews were held with incredulous reporters who were eventually brought “under the tent.” The stories were as ridiculous as the band itself, inviting thousands of readers in on the joke. Strategy Our campaign reacted to whatever negative impact the bill was having on our state. With no paid media, we needed to draft off of news about the bill as it occurred. We wrote the letter that gave over a hundred businesses the first platform with which to express opposition to the bill, making national news in the process. Then we put the bill on toilet paper, making an attention-grabbing statement against the “bathroom bill.” We countered the torrent of bad news about the state with Things 2 Love about NC, featuring click-bait headlines, which helped the site, and our anti-HB2 message, land on the Popular on YouTube page. As boycotts continued, we created an absurd narrative that would only make sense in 2016 North Carolina. Our boycott band made Funny or Die and the cover of Indy Week, inviting thousands to meet the band that never should have been.

        停止HB2

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        Stop HB2

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