“Sending Discrimination Down the Drain”

About Me

Columbia University ‘16Film Studies Major

Sharecare Marketing Associate

“Desire to push the world in a certain direction; to alter other peoples’ idea of the kind of society that they should strive after.” - George Orwell, “Why I Write”

2016 Bathroom Laws

2016January February March April May June July August September

March 23, 2016North Carolina HB 2 Passes(Public Facilities Privacy & Security Act)signed by Governor Pat McCrory

April 5, 2016MississippiHB 1523 Passes(Religious Liberty Accommodations Act)signed by Governor Phil Bryant

May 9, 2016Washington, D.C.Department of Justice Files Suit(North Carolina vs. USA)filed by Loretta Lynch

June 30, 2016MississippiU.S. District Court of MississippiPreliminary Injunctionruling by Carlton W. Reeves

HB2Passes

Struck Down

DOJFiles Suit

HB 1523Passes

Brand Audit• Antimicrobial Soaps• Hand Sanitizer• Body Wash

• Body Lotion• Cleaning Products• Shampoo

Products

• Business to Business (Dial Professional)

• Business to Consumer

Targets

• “Aren’t you glad you use Dial?”• “You’re not as clean as you think.”• “Healthier Skin. Healthier You.”

Slogans

Through all of these an LGBT presence is missing

Sending Discrimination Down the DrainA Marketing Campaign for

Mission:To take a stand for transgender rights and

improve LBGT brand loyalty by offering consumers and businesses the opportunity to

support equality.

Strategy & TacticsPhase One:Branding

Dial offers corporate customers the opportunity to sign an LGBT Workplace Protections Pledge.

The Pledge commits:- To offer equal pay for LGBT employees- To never mandate gendered uniforms

for employees- To protect LGBT employees from

termination due to their sexual/ gender orientation

- To offer gender neutral spaces- To match Dial’s donations to the NCTE

Pledge-signers will receive Pride-packaged dispensers for their Dial

products.

Phase Two:Partnership

s

Individuals will challenge others to “send hate down the drain” by videotaping themselves washing hateful misconceptions off their hands using Dial products.

This aspect of the campaign will resemble other viral human rights campaigns like “The Ice Bucket Challenge” or “No H8”.

Phase Three:Viral

Dial pledges 1% of consumer profits to be donated to the National Center for Transgender Equality (NCTE).

Dial Products will now include rainbow pride and transgender pride packaging.

Signage on store shelves will alert shoppers to the campaign.

“Send discrimination

down the drain.”

“Everybody belongs”

“Everybody deserves

to be comfortable in

their own ski

n.”