TBWA\Chiat\Day saw an opportunity to use creativity as a force for good, helping raise awareness and encourage action. The law is clear about the specifics and locations of the signs, however does not include guidance for what surrounds them.
The agency mobilized a team for the project to create 22 signs including a variety of supportive messages surrounding the mandatory copy. Not only were the signs going to be placed around TBWA’s Nashville office, they were also to be made available to any business in Tennessee for free.
The messages range from advocating for Transgender rights, encouraging people to reach out to their lawmakers, and explaining the potential negative revenue impact on the state.
Thankfully, Judge Aleta A. Trauger of the U.S. The District Court for the Middle District of Tennessee recently granted a preliminary injunction against the law while litigation proceeds. But the story isn’t over - this is only the beginning of a long road to equality. Our signs don't have any practical use right now, and we hope they never will. But it will require continued community support.
Print advertisement created by TBWA, United States for TBWA\Chiat\Day NY, within the categories: Agency Self-Promo, Public Interest, NGO.