On March 23, 2016, NC Governor Pat McCrory signed into law one of the most discriminatory bills in the history of the state: HB2, or “the bathroom bill,” forcing transgender people to use the bathroom corresponding to their birth gender as proven by their actual birth certificate. Nice, right? We immediately made it our objective to do everything we could to vote McCrory out — in an election that wouldn’t happen for eight more months. That meant keeping HB2 and its negative consequences top of mind until Election Day. Our idea was to change the way HB2 was currently being framed — as a “conservative versus liberal” one — to one that was about what’s best for all North Carolinians. The harsh truth was that, for every day HB2 stayed in place, another piece of our state went away. We launched resistance the day the bill was signed, authoring and gathering support for a letter ultimately signed by over 100 major CEOs and business leaders demanding HB2 be repealed. We rallied the press by printing the entire bill on rolls of toilet paper and sending them to media outlets around the country. "We think it’s time to flush North Carolina’s House Bill 2, and we think you probably agree with us," read an accompanying note. We also produced a video to publicize our TP and encourage viewers to go to StopHB2.org. Next, we made “Things 2 Love About NC,” a YouTube channel featuring clickbait-style headlines but no actual content — instead, when viewers clicked on a video, they received a YouTube error-inspired frame page with the message, “This video does not exist. Because HB2 does.” Finally, we created a “forgotten” ‘90s boy band, One More Wish, who reunited to scoop up the concert dates and venues canceled by real musicians (like Rihanna and Bruce Springsteen) in protest of HB2. They were a fake band, but we made them very real, with an actual cover story in The Indy, real songs, a real Twitter page, and their own website, where you could download their tunes and learn more about their tour. We turned it all into a documentary recounting their fake reunion. They, like the bill making their comeback possible, were truly horrible. The only way to get rid of them was to get rid of McCrory. And that’s exactly what happened. On November 8, 2016, voters drove him from office, making him the only seated governor of either party to lose his reelection bid. Our efforts had driven over half a billion earned media impressions, or 123 impressions for every voter. Our program was covered by CNN, Huffington Post, Adweek, Campaign, and Funny or Die, among others. And our “Things2Love” videos made it to the “Popular on YouTube” section. The conversation we kept going was the single biggest issue that decided the election: In exit polls, 57 percent of voters stated HB2 was the primary reason they voted McCrory out, topping every other issue by at least 17 percentage points.