CASE STUDY

GLAAD Trans Rights Campaign “Here We Are”

The Challenge

2023 survey data from GLAAD revealed that 71% of Americans believe that they’ve never met a Transgender person. GLAAD, a non-profit organization focused on LGBTQ+ advocacy and cultural change, partnered with GROUND Media to launch “Here We Are,” a Trans awareness campaign that shares real stories from Trans young-adults and their families through 60-second video vignettes GLAAD hoped to secure impactful media coverage for the “Here We Are” campaign, build awareness of the campaign and resources for Trans people available on its website, educate the public and gain support and allyship for the Trans community by sharing stories from the campaign changemakers. The TASC Group was charged with boosting visibility for the launch and early stages of the campaign.

Our Strategy

The TASC Group focused on generating media coverage for “Here We Are” in local and national outlets by highlighting the goal of the campaign and each changemaker’s unique story. TASC published a press release announcing the launch of the campaign and targeted reporters interested in covering social advocacy, LGBTQ+ news, human interest and diversity to make the campaign known to the public. TASC created messaging that celebrated the joy and everyday experiences of a diverse group of Trans individuals from different backgrounds. By highlighting their humanity, we aimed to counter misinformation, foster greater allyship and ensure that Trans people feel authentically represented. TASC leveraged media opportunities to establish the “Here We Are” campaign as a trusted voice in the Trans advocacy space and to gain recognition from LGBTQ+ organizations nationwide.

Results

Through TASC’s efforts, “Here We Are” and its changemakers were highlighted in multiple national and local publications, broadcast channels and podcasts including NBC News, CBS New York, PIX11, Reckon, MediaPost, AdAge, iHeart Radio’s Woke AF Daily, Out Magazine and many more. AdAge named “Here We Are” one of the Best Campaigns Driven in DEI for 2024. Garnering over 610 million media impressions, the campaign not only achieved national recognition but also significantly elevated awareness around Trans issues, solidifying its credibility and impact.

610 Million

media impressions

MEDIA COVERAGE