Massholes Not Assholes

This November, a team of passionate trans allies from MullenLowe worked to generate awareness of Question 3 on the Massachusetts ballot issue. This ballot initiative was aimed at maintaining an anti-discrimination law set in place to protect transgender people in public places like restaurants, hotels and hospitals.

To connect with a large faction of voters who may not typically relate to LGBTQ, or transgender people, we found a common ground that everyone in Massachusetts could stand on, taking a term of contempt and flipping it into a pride point about championing civil liberties for everyone. The spot stars an unlikely spokesperson that encourages people to be a Masshole, not an asshole, and vote Yes on 3, because everyone has the right to live a life free from discrimination.

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