Minister of Justice and Attourney General of Canada – Gender Identity Launch

The Minister of Justice launched Bill C-16, the Gender Identity legislation in the spring of 2016. The challenge was to keep the conversation from descending into a “bathroom bill” as was happening in the US. Michael worked to frame the bill as being about being safe to be yourself: Free to be Me. This language informed all our communications work on the launch: media materials, social media, talking points, Q&As and the media launch event held in the lobby of parliament. We held technical briefings for media, stakeholders and parliamentarians to ensure consistent knowledge and language. We were told the launch “got noticed” internationally and was the high point of the week