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Question 3: Be a Masshole
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In 2016, Massachusetts passed an anti-discrimination law to protect transgender people in public places like restaurants, hotels and hospitals. However, a group, with eyes on revoking these laws throughout the country, manoeuvred to get it put up for repeal in the form of a ballot question at the mid terms. With low awareness and a confusing measure where you need to vote Yes to uphold the law, MullenLowe needed a message that could resonate with the Massachusetts voter. To connect with a large faction of voters who may not relate to the LGBTQ, or transgender people, the agency 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.
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