Marmoset recently had the incredible opportunity to partner with Ground Media to provide music for a transformative project with GLAAD. The project, called Here We Are, is aimed at addressing one of the most pressing social issues of our time: transgender equality. The project combines research, storytelling, and video production to create an interactive web experience and video campaign aimed at changing public opinion.
In celebration of this project, Marmoset has made a $1,000 contribution to GLAAD to continue to support the work they do.
The Context
Despite 70% of Americans expressing support for trans equality, there’s a significant disconnect when it comes to backing specific policies that would enshrine that equality. For example, while a majority claim to support equality, an equal percentage oppose policies like allowing trans people to use bathrooms corresponding with their gender.
This glaring gap underscores the need for more effective communication strategies to bridge understanding and support for trans rights.
The Project
The primary aim of Ground Media’s project with GLAAD was to implement the best video storytelling practices to increase support for trans equality.
Through extensive research and testing, Ground Media identified that the most crucial metric for change was increasing the belief that being trans is real. They also sought to measure if video storytelling could boost acceptance of trans people among friends and family and support for healthcare policies for trans youth.
They interviewed 20 trans people, capturing diverse stories that could resonate widely. They then deconstructed these stories, focusing on shared values, hooks, narratives, stakes, and calls to action.
They produced six videos, each exploring different aspects of their lives. Nadya‘s story was told both with and without her parents, while Ashton‘s narrative included versions focusing on his conservative father’s perspective. Gio‘s videos highlighted his experience as a veteran. Marmoset was proud to provide the soundtrack to the six PSA videos produced.
The Results
The impact of the PSAs was measured through a rigorous randomized control trial with a placebo test. The team at Ground Media surveyed a thousand people, and asked questions to gauge their beliefs and attitudes towards trans people. The PSAs resulted in:
- Increased Belief in Transgender Reality: The videos significantly boosted the belief that being trans is real.
- Enhanced Acceptance: The videos created notable increases in acceptance of trans people among friends and family.
- Policy Support: Remarkably, the videos also positively influenced support for healthcare policies for trans youth, even though the videos did not explicitly address policy issues.
These PSA videos have demonstrated the power of strategic storytelling in shifting public opinion and fostering greater support for trans equality. Across all metrics and audience segments, these videos succeeded without causing any backlash, proving they can be deployed widely and effectively.
Marmoset is proud to be part of a project that underscores the critical role that thoughtful, research-backed storytelling can play in driving social change. We are excited about the potential it holds for creating a more inclusive and equitable society.
Check out the three most successful PSA videos below.
Interested in learning more about Marmoset and where we invest in our community? Check out Marmoset’s 2024 Transparency Report.