Best Advocacy Rich Media Online Ad, Best Gay/lesbian Rich Media Online Ad

The Ad Council’s powerful “Beyond I Do” campaign draws attention to the (still) lawful discrimination of LGBTQ persons across the USA with a combination of storytelling and legal facts. Fox’s Ad Studio, powered by true[X], once again teamed up with Ad Council to adapt this important campaign for the interactive digital space and bring it to new audiences. The team created 3 distinct units that would run alongside Fox streaming content on desktop, mobile and connected TV. Users were incentivized to interact for a minimum 30 seconds in order to watch the rest of their content of choice with a lightened commercial load. The desktop and mobile units focused on legal facts for each state, geolocated to the users’ own locations so they could learn more about protections for LGBTQ communities (or lack thereof) in their home states. Users could also to click out to the website to learn more about the campaign and watch individuals’ stories. For the connected TV unit, users could watch some of the real stories as well as explore the map with facts about the surprisingly few states that make discriminations against LGBTQ persons illegal. The interactive units boosted awareness of this pro-bono campaign; on average, users spent 50 seconds within the unit -- far more than the minimum 30 seconds -- with 4 interactions and an 8.7% CTR (on desktop and mobile). Most importantly, this collaboration allowed the conversation about just how much discrimination remains legal to spread across the digital streaming space.

Contributors:

Sr. Art Director, true[X] Ad Studio :	Matt Gallo
Sr. Creative Strategist, true[X] Ad Studio :	Aleksandra Savic
Visual Designer, true[X] Ad Studio:	San San Ng
Sr. Director, Account Management, FOX Networks:	Owen Baker
The Gill Foundation:
Crispin Porter Bogusky:
The Ad Council:

TRUE[X]

Location: United States