Turning Florida's "Don't Say Gay" law into an invitation to bring New Yorkers back home
More than one million people left NYC during the pandemic for more space and lower taxes in states like Florida. The city needed to get them back.
We turned Florida's oppressive "Don't Say Gay" bill into an opportunity to both stand up for LGBTQI+ rights and call New Yorkers-turned-Floridians back to NYC. We put billboards up in five major Florida cities reminding Florida residents of NYC's progressive values and our love for everyone.
"NYC Says Gay" made international headlines within hours, and even provoked a direct response from Florida's governor. It turned an oppressive law into a celebration of the open minded values that make NYC the welcoming city it is.
- 978 million earned media impressions
- $9 million value in earned media
- 254% rise in positive sentiment on social for NYC