HB2 quickly became known as the “bathroom bill,” so we put it where it belongs: on toilet paper. We wrapped protesters in the bill, and sent rolls to local businesses and media outlets. Our HB2 toilet paper quickly became a two-ply symbol of the public’s disgust with the negative impact the bill was having on our state. In a video of people reading the bill aloud from their bathroom stalls, a voice-over covered the negative impacts the bill was having on North Carolina, and invited North Carolinians to flush HB2.

HB2 toilet paper made its first appearance at the Moral Monday protest at the state capital. We handed out sheets of the bill to protestors and wrapped a few in the toilet paper, creating an absurd spectacle that mirrored the absurdity of HB2. It was a win for reporters and bloggers looking for images to capture the emotion and spirit of the day. Then we then overnighted rolls to publications and businesses, urging them to flush HB2 (after writing it about it first, of course).

Flush HB2 made national news with 82 million PR impressions. But the real measure of the power of our two-ply symbol was felt on Election Day, when our governor was the only Republican governor not to be re-elected. Furthermore, his continued attachment to this ill-conceived bill was viewed as the reason for his defeat.