Last year, many American politicians proved to be uneducated about drag’s culture by proposing the so-called Drag Ban, which tried to silence the drag community, by banning drag shows and performances.
But we strongly believe that you can’t properly learn a language if you can’t understand its culture.
That’s why we decided to engage Duolingo, which has always worked for connecting people and cultures through language.
Driven by our will to stand up for drag queens’ rights, we created Masterdrag, the first personalized drag masterclass ever, held by the Queen of drag herself: the one and only RuPaul.
Masterdrag aims at connecting two worlds that, until now, have been unable to communicate: the drag community and… well, those who hate drag queens.
In fact, our Masterdrag has been customized for five people that have become well known because of their hateful comments towards drag queens; they are: Bill Lee, Tomi Lahren, Ron DeSantis, Lauren Chen and Micheal Knowles.
To reach them, we created a direct campaign that draws its strength from our personalized billboards, which have been made to get to our target everywhere: where they work, where they live, where they spend their free time and even in front of their parents’ houses (sorry mom)!
Masterdrag taps into different topics: from RuPaul’s early years and drag’s history, until the most recent anti-drag laws.
We believe that education and confrontation are the only way to widen our minds, because only clashing opinions can create a new awareness.
And in the end, what’s a language for, if you don’t understand its culture?