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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards

Trans People Are Not a Burden

Entered in Real Time Response


When the President announced that transgender people would no longer be allowed to serve in the military, Logo wanted able to mobilize its resources to draw attention to this rollback of civil liberties for trans Americans as fast as possible.

Strategy and Execution

Within a few hours, Logo responded directly to the President's statements that "Our military must be focused on decisive and overwhelming victory and cannot be burdened with the tremendous medical costs and disruption that transgender in the military would entail" by putting out a graphic that read "Trans people are not a burden."

Logo knew that it would be incredibly important to share any kind of on-the-ground response to these statements in a show of support and solidarity and to allow the audience a front row seat to any rally or protest. When Logo heard there was a #NoTransBan rally in Times Square, they pulled together a Facebook Live with RuPaul's Drag Race Season 9 Runner-up, and trans-woman. Peppermint spoke to trans military service members, trans advocates and celebrities, as well as filming speeches from the rally itself.

Logo directed followers/viewers at the rally in Times Square to where they were met with ways that they could take action and stand in solidarity with the trans community.


The graphic reached 10 million people across platforms with over 700k engagements, plus an added reach due to the numerous shares from people across the web including notable celebrities and talent downloading and posting the graphic natively to their personal accounts.

The Facebook Live from the Rally in Times Square with Drag Race finalist Peppermint, which had a reach of one million, 315K Views, and 40K Engagements.


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