BE A Masshole not AN asshole

How do you get a segment of Massachusetts voters who are less likely to agree with the LGBTQ movement to advocate for and vote to uphold transgender rights? You remind them what being a Masshole (a derogatory nickname for a Massachusetts resident) is actually about. Redefining the term “Masshole” as the champion of civil liberties, our social film reminded Massachusetts citizens, especially men and 18–35, that only a real asshole would deny rights to their neighbors. “Be a Masshole, Not an Asshole” increased conversation and advocacy among an unlikely audience, helping uphold transgender rights during the 2018 midterm elections.

The Challenge: Increase advocacy for the effort to uphold transgender rights in Massachusetts among an audience less likely to support it.

The Insight: The value that binds all Massachusetts citizens: the freedom to be and do whatever the fuck we want.

The Idea: Harness and redefine the term “Masshole” as the champion of civil liberties.

Bringing the Idea to Life: “Be a Masshole, Not an Asshole” reminded Massachusetts citizens that only a real asshole would deny rights to their neighbors.

Results: A movement that increased advocacy and conversation in support of upholding transgender rights and the critical result: a YES vote.