Case Study: Human Rights Campaign Don't Ask, Don't Tell Repeal, Part 3

Those are just a few of the creatives used by HRC. The LGBT rights organization also used print and online advertisements, including full-page ads in Politico, the Cleveland Plain Dealer, the Boston Herald, the Virginian-Pilot and the Indianapolis Star, not to mention ads in 20 major LGBT outlets. It also incorporated a telemarketing component, where a firm HRC works with offered to do a break-even campaign — where the firm took on some of the risk of jumping on the phones. Via telemarketing, HRC reconnected with very deep lapsed members, using the momentum and media exposure of the DADT repeal to bring them back to the organization.