CROOKED MEDIA
CROOKED MEDIA
Leave Trans Kids Alone (And adults. And all of us, you absolute freaks.)
Right-wing politicians spent 2023 launching an all-out assault on trans rights—pushing bills that restricted healthcare access, targeted trans youth, and threatened basic freedoms. Yet, 40% of Americans weren’t even following these legislative attacks.
At the same time, mainstream Pride messaging was everywhere. Rainbows, corporate sponsorships, feel-good ads. But what was missing? Rage. Urgency. A real call to action.
The challenge? Cut through the noise with a campaign that was bold enough to mobilize action, sharp enough to break through, and unapologetically Crooked.
We weren’t going to sugarcoat it. This campaign wasn’t just about celebrating Pride—it was about defending it.
So we built "Fuck Bans: Leave Trans Kids Alone"—a defiant, disruptive, action-driven initiative designed to:
Amplify queer voices across Crooked’s ecosystem
Educate & engage audiences on the real threats facing trans youth
Raise money where it mattered most—in the states where anti-trans bills were hitting the hardest
This wasn’t a one-off donation drive. It was a movement.
Make Some Brand Appropriate Noise → We used Crooked’s signature wit to drive awareness, centering queer experiences in content audiences already loved.
4+ major cross-network guest appearances by queer talent
Bespoke feed drop creative promoting Ruined on Lovett or Leave It
Appearances by drag queens, queer advocates, and activists across Crooked programming
Spotlight on Queer Talent → We pulled back the curtain on the people and values behind the brand.
Subscriber-exclusive "Terminally Online" queer staff panel
4 Discord AMAs with Crooked’s queer staff
#Pride & #CrookedQueers behind-the-scenes content showcasing Crooked’s LGBTQ+ team
Cool to Care→ We made action as easy (and as loud) as possible.
$110,000 fundraised for trans advocacy orgs in the most at-risk states
$19,600 in "Leave Trans Kids Alone" shirt sales—Crooked’s highest-selling merch item of 2023
A whimsical, queer-owned "Pride Machine" built in partnership with Classroom of Compassion to track progress and bring joy and activism together
Network-wide promotion across pods, social, YouTube, and newsletters
Live fundraising progress check-ins via podcasts & social
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Amplify queer and intersectional voices, including talent and staff, to drive demand for our queer-inclusive programming and social channels.
Provide access to meaningful educational resources and foster conversations around anti-trans legislation.
Drive $50,000 in fundraising for Vote Save America’s #FuckBans initiative and other relevant organizations.
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Tone: Direct. Defiant. Disruptive. Sharp. Funny. Unapologetic. And, at times, purely funny and silly.
Guidance: The campaign must balance highlighting positive support for marginalized communities and the fun of Pride, while also calling out right-wing politicians as a threat to that progress. At its core, the campaign seeks to inspire action and rally support for queer communities.
Messaging: Right-wing politicians are aggressively targeting trans people in legislatures nationwide. Their efforts, though desperate and morally reprehensible, are not guaranteed to succeed. It falls upon us to ensure their failure, today and every day.
Actions: Support organizations on the ground in states banning care and targeting trans youth. ActBlue fundraising during the LOLI Tour, Pride events, and ongoing initiatives will directly contribute to this cause.
120% over-delivery on fundraising goals
$110,000
Fundraised from +1500 contributions
153,078
Podcast Lift
additional downloads over May listenership
highest-selling Store item of 2023