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The Reality Flag
Agency VMLY&R / Chicago + Human Right's Campaign / Washington DC + Hogarth / Toronto + The Corner Shop / Los Angeles
Category
Direct Marketing
Annual ID
OS23_HW059M
About the Work
Under state law in 29 of 50 of the United States, it’s legal to discriminate against LGBTQ+ Americans. That means doctors can refuse treatment, landlords can deny housing and businesses can refuse service simply because who you are.
The problem is most Americans don’t know these outdated laws still exist. 60% incorrectly assume LGBTQ+ individuals have the same protections as any other American. So, the Human Rights Campaign needed an idea that would grab Americans’ attention and urge them to pressure their senators to pass the Equality Act.
So, they turned to a study conducted with Americans who could be persuaded to support LGBTQ+ rights. When asked what mattered most to them as Americans, 5% said “equality” but 60% said “freedom.”
We needed to shift the narrative from the Equality Act protecting “equality”, to it protecting “freedom”. So, we created “The Reality Flag” by taking the American’s ultimate symbol of freedom – the American Flag with 50 stars representing 50 states – and stripping away 29 stars to signify the 29 states where freedoms are missing.
The HRC used the Reality Flag to launch a national 360° campaign across TV, radio, OOH, social media, banner ads, search. Physical Reality Flags were also created and shipped to influencers who posted about the flag on their channels. Flags were also sent to bars, restaurants in key markets to meet Americans in spaces they already frequented.
Every piece of communication drove to RealityFlag.com, where Americans could put immediate pressure on their senators to pass the Equality Act.
https://www.hrc.org/campaigns/equality-act
2023 Awards
Total Points: 3
Merit
Credits
Agency
VMLY&R / Chicago
PR / Marketing Agency
BCW / New York
Client / Brand
Human Right's Campaign / Washington DC
Production Company
The Corner Shop / Los Angeles
Post Production Company
Rock Paper Scissors / Santa Monica
Media Distribution Company
Wavemaker / new york
Chief Creative Officer
John Godsey
Debbi Vandeven
Director
Joey Soloway
Director of Photography
Bianca Cline
Editor
Alyssa Oh
Blair Stadler
Executive Creative Director
Aaron Evanson
Arlo Oviatt
Executive Producer
Jessica Miller
Group Creative Director
Jeff Beck
Nok Sangdee
Photographer
Severio Truglia
Producer
Cecilia Melton
Magdalena Czmuda
Para
Account Supervisor
Joshua Hill
1st Assistant Director
Howell Caldwell
account director
Taylor Carr
Account Manager
Camille Lavoie
Agency In-House Production
Hogarth / Toronto
Associate Media Director, Planning
Daniel Langley
Client Business Manager
Devon Esper
Composer / Founder
John Ferreira
Connections Director
Gaby Ringvald
Design Director, Brand ID
Nate Hofer
Director of Post Production, North America
Casey Steele
Director, Experience Design
Alex Helfers
Executive Music Producer
Theresa Notartomaso
Global Head of Production
Greg Lotus
Global LGBTQ+ ERG Chair, Managing Director, Strategy
Graham Smith
Group Connections Director
Doron Faktor
Group Director, Client Engagement
Chelsea Dubin
Group Director, Experience Design
Joe Michaelson
Group Director, Integrated Production
Steve Stone
Head of Content and Culture
Aj Rowe
Managing Director, Strategy & Insights
Brian Stout
Managing Director, Video Investment
Chip Green
Post producer
Denisse Zeigen
Producer, Integrated Production
Seda Calbay
Senior Associate, Content & Experience
Rachel Killmeyer
Senior Business Affairs Manager
Janet Muentes
Vice President, NA ERG Lead
Andy Slaughter
Vice President, Strategy
Kevin Walther
WPP Unite NA Sponsor, WPP Head of Public Affairs, NA
Brian Ellner
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