In March of 2016, New York City Mayor, Bill de Blasio, signed an Executive Order requiring City agencies to ensure that employees and members of the public be given access to single-sex facilities consistent with their gender identity, without being required to show identification, medical documentation, or any other form of proof or verification of gender.

The New York City Commission on Human Rights hired fluent360 to develop a campaign during Pride Month (June) to cultivate understanding and respect among the city’s cisgender, transgender and gender nonconforming communities. At the same time, the campaign needed to encourage those audiences to seek help if they experienced discrimination.

We crafted a compelling campaign that encouraged New Yorkers to look beyond the classic definition of male/female and see individuals for who they are. With print, OOH and social extensions, the work both informed and empowered residents of all genders to respect one another’s differences, while encouraging those who faced discrimination to contact the NYC Commission on Human Rights. The campaign reached millions and earned recognition in multiple media outlets.

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