National LGBTQ Task Force
FIFTY YEARS AND COUNTING
Challenge
As the National LGBTQ Task Force prepared to mark its 50th anniversary, anti-LGBTQ legislation was spreading and hate crimes targeting the Queer community were on the rise. The Task Force was determined to honor its legacy while also preparing for the fights ahead—a balancing act of celebration and mobilization.
Approach
From climate to education to LGBTQ+ rights, progress is often one step forward, two steps back. Strategically, that means energizing audiences by celebrating wins while also preparing them for the work still ahead and charting the path forward.
For this work, we grounded ourselves in a few simple guiding principles: (1) show, rather than tell, the history of the Task Force’s impact, (2) widen the tent to engage new allies, and (3) remain true to the joyful spirit of the Task Force. Together, this framework allowed us to build a campaign that was both reflective and forward-looking.
We collaborated with a diverse range of spokespeople—from legendary figures like David Rothenberg and Ginny Apuzzo to modern cultural leaders like ALOK and Imara Jones—engaging them to tell the true, human story behind 50 years of the Task Force’s advocacy across earned media, digital platforms, and a limited-series podcast.
The results were powerful: during Pride Month, the Task Force saw a 52% increase in media mentions compared to prior years, and the podcast reached listeners on every habitable continent—with three of its five episodes ranking among the top 25% most-streamed podcasts worldwide.
Related Work
We help partners seize timely opportunities—whether anniversaries, cultural moments, or breaking news—to capture attention and build momentum for long-term change. We partnered with Blue Shield of California Foundation to amplify Domestic Violence Awareness Month and engage policymakers year-round, and partnered with LA Rises to connect the LA community with resources and messages of hope and resilience following the devastating 2025 wildfires.