Advertiser: Equality NC
Brand: Equality NC
Agency: McKinney Durham
Country: United States

Objectives

Our overarching objective was to vote out the politician (Governor Pat McCrory) who had signed into law one of the most discriminatory pieces of legislation in the history of the state of North Carolina.

Here's why.

On March 23, 2016, McCrory signed into law House Bill 2, now infamous as HB2 or "the bathroom bill." The bill required transgender people to use the bathroom corresponding to their birth gender as proven by their actual birth certificate, and it also included a number of other discriminatory provisions.

About half the population saw it as a sensible move to protect the safety of women and children in the state. The other half saw it as blatantly discriminatory and unnecessary to protect safety, and they protested immediately and often. Within days of HB2 being signed, North Carolina started losing current and potential business as job hires, construction, travel and events were cancelled. Companies and organizations like PayPal, Deutsche Bank, Lionsgate, the NBA, NCAA basketball and The American Institute of Architects, along with musicians, including Bruce Springsteen and Pearl Jam, made it clear they were done with North Carolina.