HOW DON'T BAN EQUALITY (ALMOST) GOT BANNED
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WHAT THEY NEEDED
A way to punch above their weight in a critical cultural moment.
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WHAT WE DID
Made a Times Square billboard that Times Square refused to run.
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WHAT THEY GOT
Strategic and Creative campaign support including initial concept, creative assets for OOH, digital and social channels, and media recommendations.
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HOW WE DID IT
DAY 1: DISCOVER
Through initial conversations with stakeholders, we gained better understanding of Don’t Ban Equality’s mission and the brands in their coalition who were eager to participate in the campaign. We identified the brand roster as a key advantage and developed a strategy to showcase the top brands in the coalition.
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HOW WE DID IT
DAY 2: EXPLORE
We explored a number of creative concepts that would leverage the power of our partner brands, adding clout, gravitas, and reach to the message with their collective participation.
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HOW WE DID IT
DAY 3: UNLOCK
Along with the DBE team, we chose a winning idea, a simple but provocative quote, “Access to abortion is every business’s business,” that would be signed off by the coalition’s featured brands. We mocked up the idea for partner approval.
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HOW WE DID IT
DAY 4: ACTIVATE
We quickly created multiple versions of the ad creative to accommodate different placements being considered by DBE and adding more and more of their partner brands as excitement surrounding the ad grew. We also created digital and social assets to increase the footprint of the campaign.
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HOW WE DID IT
DAY 5: VALIDATE
Our creative was rejected by every media company with a Times Square OOH placement because of the word “abortion.” Undeterred, we leveraged the power of our network to identify an OOH media agency and woman-owned media company who ran our creative in a placement a few blocks away.
execution
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ooh
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DIGITAL
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social
