A1 ATLANTA · MARCH 2016 · PRO BONO
The governor vetoed it. The print shop didn't exist.
For one week, 4A Graphics sold Georgia the signs HB757 would make legal. Then it handed out the governor's number.
The stakes
16 March 2016. Georgia passed HB757: a license to refuse service on religious grounds. Gay customers, single mothers, minorities, the wrong kind of believer. Turned away, legally.
It sat on Governor Nathan Deal’s desk. He was expected to sign.
The kids at Lost-n-Found Youth, an Atlanta shelter for homeless LGBT teens, already knew how that story ends. Most of them were homeless because somebody had already decided they could be refused.
The move
We opened a print shop.
4A Graphics of Georgia sold the signs the new law would need. WE RESERVE THE RIGHT TO REFUSE SERVICE TO, then the list. Spelled out. Priced. In stock.
For a week, Georgia window-shopped its own future. Then we dropped the mask.
Nobody had to be argued with. They just had to be shown the merchandise.
The proof
We don’t discriminate. We just sell high-quality discrimination signs to people who do.
, full size 
, full size 
, full size The receipts
Press
NBC
CBS
AdAge- Creativity
The Atlanta Journal-Constitution
Twelve days after the vote, the veto:
“This is about the character of our state and the character of its people.” And, on the pressure that filled his inbox: “I don’t respond very well to insults or threats.”
— Governor Nathan Deal, 28 March 2016
The hardware
- ClioSilverIntegrated Campaign, Public ServiceBronzePoster, Public Service
- One ShowBronzeDirect MarketingMerit ×3PR · Interactive · Social Media
- WebbyBest Cause Related Campaign
- ShortyWinnerSocial ActivismGoldLGBTQ Community EngagementSilverSocial Good CampaignAudience Honor ×3Social Activism · Social Good Campaign · Real-Time Response
- London Int’lBronzePublic Service/
Social Welfare Campaign - IAB MIXXSilverPublic Service
- OMMACauses/
Charity/ Non-Profit Website - ADDYAtlantaGold ×8Silver ×2
- MAX AwardsAtlanta Business JournalGrand Winner
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The credit
Pro bono, out of Digitas Atlanta, for Lost-n-Found Youth. Internal name: Future of Hate. Seven people in one room. One week.
The full case file
Lost-n-Found Youth (pro bono) · 2016
Campaign Case Study Video11Alive News CoverageCBS46 News Coverage
A selection of signs we offered "For Sale"
After one week, we revealed our real call-to-action
The response was overwhelming + inspiring
