The Body Shop was and still is horrified by the continued attacks on the 2SLGBTQ+ community and the record-breaking numbers of anti-2SLGBTQ+ legislation being put forward in the U.S.

The brief was to find a way for The Body Shop to embrace its activist roots by bringing attention and awareness to anti-2SLGBTQ+ legislation, flipping "Don't Say Gay" language on its head. Sometimes inclusivity requires a fight.

We decided to go head-to-head with anti-2SLGBTQ+ politicians, establishing a physical presence near college campuses in Texas and Florida, both places where the “Don’t Say Gay" bills have been signed into law or proposed. We demonstrated TBS’s alliance with posters plastered all over, containing vibrant artwork that said it all for every single member of the 2SLGBTQ+ community with CTAs to sign the Equality Act petition.

The objective was to encourage youth to petition Congress to pass the Equality Act.

The We Don't Just Say Gay campaign did exactly what we wanted it to do. The press picked it up and said it all for 2SLGBTQ+ youth, too, with Campaign Trail writing, "The Body Shop weaponizes graphics to take on anti-LGBTQ bills." It was also picked up by Adweek and Glossy, resulting in a combined media coverage of 5 million plus views.

It picked up momentum on social as viewers posted photos of the poster activations, creating awareness for the 2SLGBTQ+ cause online.

Within four days of launch, CTAs for “We Don’t Just Say Gay” had already garnered 134 letters to elected officials in the U.S. to support the passage of the Equality Act.