40% of Americans say society has gone too far in accepting Trans people

40% of American say they are not following news about Trans bills closely

46% of Americans favor making it illegal for healthcare professionals to provide someone younger than 18 with medical care for a gender transition

Strengths
Existing Crooked and Vote Save America brand awareness & credibility, Successful history of mission-driven fundraising campaigns, New & existing queer-inclusive programming (Lovett or Leave It, What A Day, Keep It), Talent & staff diversity

Weaknesses
Uncertainty around anti-trans legislation, Impacted promotional window (Pride 2023), Homogeneity of Pride messaging, difficult/expensive to stand our visually

Opportunity
Increase awareness of Republican anti-trans efforts, Provide queer audiences with content that reflects their interests and experiences, Use brand platform & eco-system to raise meaningful donation for Pro-Trans organizations, Donate proceeds from Pride merch sales to LGBTQ+ affirming organization

Threats
Cannibalizing efforts and department resources from concurrent Crooked initiatives, Doing “too much” and sacrificing campaign and messaging clarity, Appearance of Corporate Pink-washing/Rainbow washing

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.

Objectives:

Amplify queer and intersectional voices, including talent and staff, to drive demand for our queer-inclusive programming and social channels (Brand Awareness).

Provide access to meaningful educational resources and foster conversations around anti-trans legislation (Meaningful Conversation).

Drive $50,000 in fundraising for Vote Save America’s #FuckBans initiative and other relevant organizations (Fundraising).

Approach: Crooked Media's LGBTQ+ Inclusivity Campaign is a multifaceted initiative designed to raise awareness, drive audience engagement, and foster a sense of community around queer experiences and activism. Through a combination of entertaining content, fundraising efforts, and strategic partnerships, the campaign aims to not only celebrate Pride but also address social issues affecting the LGBTQ+ community.

Awareness: Have A Laugh.
Press play on content about queer experiences, interests and relevant news in Crooked’s iconic brand voice.

• Secured 4+ visible cross-network guest appearances for queer network talent

• Bespoke feed drop creative in promotion for Ruined on our hit show Lovett or Leave It

• Appearances by Queer guests, issue advocates and Drag Queens across network content

Consideration: Take A Peek
See inside our mission-driven org committed to making the world a more just place through the progressive values and activism in our content.

• Subscriber exclusive series “Terminally Online” hosted it’s first all-queer staff panel

• 4 Discord exclusive Ask Me Anything events featuring queer Crooked staff

• New #Pride Discord Channel

• #CrookedQueers social content centering behind-the-scenes content and jokes from queer Crooked staff

Action: Join the Fight
Get involved in Vote Save America’s #FuckBans initiative, consider listening to Crooked content and follow our social channels.

• Dedicated newsletters announcing and closing fundraising efforts

• Leave Trans Kids Alone shareable asset & copy for hosts, staff and friendlies

• Promoting fundraiser in YT content and descriptions

• Network-wide promotion including cross-show creative

• Thermometer build by external queer-owned non-profit org

• #FuckBans Progress Check-ins on pod and socials

• Store Pride Collection including Leave Trans Kids Alone shirt and launch curated “Little Gay Pop-up” Shop

Fuck Bans: Leave Queer Kids Alone campaign fundraised $110,000 in support of organizations advocating for trans freedom in the states where right-wing politicians are targeting queer people most aggressively.

As part of the campaign, Crooked partnered with the queer-owned non-profit, Classroom of Compassion, to build a whimsical 'Pride Machine' for use on Social and Pod Save America video content.

It helped drive $19,600 in sales of the 'Leave Trans Kids Alone' shirt in two months (which went on to be the highest-selling merch item of 2023).