Case Study: Human Rights Campaign Don't Ask, Don't Tell Repeal, Part 1

The lesbian, gay, bisexual and transgender rights nonprofit could not sit idly by as the repeal of the Don't Ask, Don't Tell legislation was put on the table. Repealing DADT became the organization's No. 1 priority in 2010 after much internal discussion and debate, because the outcome was a vital step toward achieving HRC's ultimate goal of equality among all peoples, regardless of sexual orientation. And the HRC staff knew it would take a huge multichannel marketing effort across the entire organization to help pass the repeal.