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The Human Rights Campaign’s Municipal Equality Index (MEI) focuses on grassroots activism and HRC’s passionate commitment to fighting for equality. This annual report demonstrates the ways that many cities can—and do— support the LGBT people who live and work there, even where states and the federal government have failed to do so. The goal was to present highly complicated information and scoring criteria in an easily digestible way.
We first started by redesigning the scorecard that lays out the criteria and results for each of the cities rated. Infographics and clean simple layouts lead the reader through potentially dry and inaccessible information and bright colors were used to convey an uplifting and positive message.
The report not only allowed HRC to engage city leaders and media by clearly and easily presenting complex data, but was also able to extract the infographics and use them for targeted social media marketing. The emotional response is one of encouragement and positive change for a topic that can otherwise be seen as controversial and contentious.