The “Here We Are” campaign is an initiative designed to combat the rising tide of anti-trans rhetoric and legislation by fostering empathy and understanding through personal storytelling. The campaign features three individuals: Ashton, Nayda, and Gio, and highlights their experiences as transgender individuals and their supportive families. These stories aim to humanize transgender lives, illustrating their aspirations, challenges, and the support they received from their families.
The main goal of the “Here We Are” campaign is to create empathy. By sharing these personal narratives, the campaign seeks to dismantle stereotypes and counter misinformation that fuels discrimination and hate. This initiative has proven to be successful, with Ground Media’s research indicating that exposure to these stories significantly increases acceptance and belief in the authenticity of transgender identities.
Equality Foundation of Georgia, Georgia Equality’s C3 arm, ran a YouTube and Connected TV media buy in February 2025 that lasted for nearly five weeks, featuring the “Here We Are” videos. In total, the ads delivered over 1.6 million impressions and achieved a video completion rate (VCR) of 98.62%—meaning nearly everyone who started the video watched it to the end. The campaign also generated earned media coverage, including in CNN en Español and other publications.
What’s At Stake
Conservative super PACs have launched aggressive ad campaigns, which recently ran an anti-LGBTQ+ ad for several weeks in spring, spreading harmful narratives across broadcast TV, cable, and YouTube.
Competitive Conquesting
We will use competitive conquesting to target the very same folks who were exposed to the anti-LGBTQ+ ads. Our first step is extensive research to identify which households across Georgia have been targeted with this opposition messaging. We will then use that information to serve our “Here We Are” campaign to those same folks, ensuring that those who were exposed to the harmful rhetoric are also given the chance to see authentic, humanizing stories from transgender people themselves.
Our goal is to raise $300,000 to support this program through a matching grant structure. We’re asking you to be part of the match by raising $150,000 toward our overall $300,000 goal. This money will then be given a matching grant, doubling the impact of your donation.
Donations to Equality Foundation of Georgia, an IRS designated 501c3 organization, are fully tax-deductible.
This program will go a long way in fighting anti-LGBTQ+ hate in Georgia. We can’t thank you enough for the opportunity to send you information about a potential partnership and look forward to working with you.