The Webby for Good, produced in partnership with WP Engine, is a showcase of Webby-honored projects and campaigns that are promoting social good in the world.
In February 2016, Georgia legislators passed HB 757, a bill that legalized religious discrimination against the LGBTQ community, and would forever damage the reputation and welcoming and tolerant environment the state of Georgia had established over the past four decades. Working with one of the most impacted potential victims of this legislature, Lost N Found, a nonprofit providing shelter and support for homeless LGBTQ teens in Atlanta, our objective was to encourage voters to speak up against this legislation, and tell Georgia Governor Nathan Deal, the only person left standing between HB 757 becoming a law, to veto this bill. To show the gravity and potential impact of this discriminatory legislation, we wanted to show people what the future of hate looked like in Georgia if HB 757 became law. To do so, we created a fake online sign company, 4A Graphics of Georgia, that offered a huge selection of discrimination signs available for sale. While the bill was a direct attack on the LGBTQ community, the entire range of discrimination signs on the company’s site would be valid and legal under HB757. When a sign promoting legalized hate was clicked on, a new sign was revealed showing Governor Nathan Deal’s contact information with a message to urge him to veto this bill.
Social media and news outlets lit up after the fliers hit the streets. People were outraged. The site received over 52,000 hits on our first day and hundreds of angry voicemails. Major news outlets picked up the story and began broadcasting the signs. The campaign also raised thousands of dollars to help LGBTQ teens through Lost N Found. Most importantly, the Governor vetoed the bill.
About the Best Cause Related Campaign category
Best, most innovative, effective or creative PR led campaign created for a brand on behalf of a societal cause.