WEBVTT 00:00:00.000 --> 00:00:03.220 OK, so picture the war room. It's what, 2014? 00:00:03.700 --> 00:00:06.339 Right, 2014. And you are sitting at the top of 00:00:06.339 --> 00:00:08.580 the human rights campaign, the HRC. You're the 00:00:08.580 --> 00:00:12.279 heavyweight champion of LGBTQ advocacy. You have 00:00:12.279 --> 00:00:14.099 all this momentum, right? The Northeast, the 00:00:14.099 --> 00:00:15.980 West Coast. It's all on board. But then you have 00:00:15.980 --> 00:00:20.100 this glaring, massive blank spot right on your 00:00:20.100 --> 00:00:22.839 map, the American South. And the laws there aren't 00:00:22.839 --> 00:00:25.460 just stagnant. No, they're actively moving backward. 00:00:25.600 --> 00:00:28.460 The culture feels, I don't know, impenetrable. 00:00:28.600 --> 00:00:31.460 So you have a choice. Exactly. Do you stay in 00:00:31.460 --> 00:00:33.939 your safe zones, keep racking up wins in New 00:00:33.939 --> 00:00:37.060 York and California? Or do you take millions 00:00:37.060 --> 00:00:40.979 of dollars of donor money and light a fire in 00:00:40.979 --> 00:00:42.960 what your own memos called the most religious 00:00:42.960 --> 00:00:45.439 state in America? It's the ultimate risk it all 00:00:45.439 --> 00:00:47.740 scenario. And they didn't just dip a toe in. 00:00:47.799 --> 00:00:50.020 Not at all. They launched something called All 00:00:50.020 --> 00:00:53.479 God's Children. And just hearing that name. It 00:00:53.479 --> 00:00:55.320 doesn't sound like a political action committee 00:00:55.320 --> 00:00:57.340 operation. No, it sounds like a sermon title. 00:00:57.520 --> 00:01:00.560 Which is such a fascinating pivot. Today, we 00:01:00.560 --> 00:01:02.200 aren't just talking about a marketing campaign. 00:01:02.399 --> 00:01:05.420 We're doing a deep dive into what happens when, 00:01:05.420 --> 00:01:08.879 you know, an unstoppable force meets an immovable 00:01:08.879 --> 00:01:11.120 object. We're talking about the HRC trying to 00:01:11.120 --> 00:01:14.040 crack the code of Mississippi, Alabama and Arkansas. 00:01:14.219 --> 00:01:16.000 And we need to be clear about the stakes here, 00:01:16.040 --> 00:01:18.000 because this is not just a story about some. 00:01:18.540 --> 00:01:22.079 uh heartwarming tv commercials no this is a story 00:01:22.079 --> 00:01:26.159 about the messy expensive and sometimes dangerous 00:01:26.159 --> 00:01:30.420 business of trying to well To manufacture cultural 00:01:30.420 --> 00:01:32.519 change. Right. Because when you look at the source 00:01:32.519 --> 00:01:34.579 material we have today, it's not all clean and 00:01:34.579 --> 00:01:36.840 tidy. We've got the strategy documents, sure. 00:01:37.000 --> 00:01:40.519 But we also have hard data on the economic penalties 00:01:40.519 --> 00:01:42.959 of being gay in the South. We have the sociology 00:01:42.959 --> 00:01:45.659 of why people actually change their minds. And 00:01:45.659 --> 00:01:48.180 we have this very dark, very recent chapter. 00:01:48.319 --> 00:01:51.340 A legal case that proves just how fragile this 00:01:51.340 --> 00:01:54.079 kind of image politics can be. Yeah. That recent 00:01:54.079 --> 00:01:56.120 case, the Walton County incident involving the 00:01:56.120 --> 00:01:59.180 Zoolocks. That's a crucial piece of this whole 00:01:59.180 --> 00:02:01.780 puzzle. It really is. It shows us the double 00:02:01.780 --> 00:02:04.060 -edged sword of basing a civil rights movement 00:02:04.060 --> 00:02:08.259 on the idea of the perfect family. But we'll 00:02:08.259 --> 00:02:10.180 get to that. Okay, so first, we have to look 00:02:10.180 --> 00:02:13.759 at the battlefield as it stood in 2014. Why Mississippi? 00:02:14.099 --> 00:02:16.620 I mean, if you're a progressive advocacy group, 00:02:16.740 --> 00:02:19.379 Mississippi feels like the boss level of a video 00:02:19.379 --> 00:02:22.080 game you aren't equipped to beat. Well, to understand 00:02:22.080 --> 00:02:24.240 the why, you really have to look at something 00:02:24.240 --> 00:02:27.389 called the Social Climate Index. I saw that in 00:02:27.389 --> 00:02:29.770 the notes. They gave the South a score of 55, 00:02:30.110 --> 00:02:33.490 which I'm assuming is out of 100. Because if 00:02:33.490 --> 00:02:35.629 that's a test score, you are re - Peeting the 00:02:35.629 --> 00:02:37.289 grade. It's the lowest regional score in the 00:02:37.289 --> 00:02:38.990 country. Yeah. Yeah. But let's peel back the 00:02:38.990 --> 00:02:41.849 layers of that number because 55 is, you know, 00:02:41.849 --> 00:02:44.349 it's abstract. Right. The Social Climate Index 00:02:44.349 --> 00:02:47.069 isn't just a vibe check. It aggregates hard metrics. 00:02:47.389 --> 00:02:50.569 Does the state have hate crime laws that include 00:02:50.569 --> 00:02:53.169 sexual orientation? Are there employment non 00:02:53.169 --> 00:02:55.490 -discrimination laws? Is there marriage equality? 00:02:55.909 --> 00:02:57.830 Yeah. In the South, the answer to almost all 00:02:57.830 --> 00:03:00.289 of those was no. And it goes beyond just the 00:03:00.289 --> 00:03:02.270 laws, doesn't it? I was looking at the polling 00:03:02.270 --> 00:03:06.280 data on... discomfort this isn't just about whether 00:03:06.280 --> 00:03:08.000 you can get married it's about whether you can 00:03:08.000 --> 00:03:11.259 exist visibly the data showed that discomfort 00:03:11.259 --> 00:03:14.280 with public displays of affection or even seeing 00:03:14.280 --> 00:03:17.039 a photo of a same -sex partner on a desk pulled 00:03:17.039 --> 00:03:19.659 like five to ten percentage points higher in 00:03:19.659 --> 00:03:21.419 the south that's the temperature of the room 00:03:21.419 --> 00:03:24.020 and that temperature has a direct impact on your 00:03:24.020 --> 00:03:27.080 wallet This is one of the most shocking statistics 00:03:27.080 --> 00:03:29.539 from the research. The income gap. The income 00:03:29.539 --> 00:03:32.340 gap. If you look at the economic reality for 00:03:32.340 --> 00:03:34.939 same -sex couples with kids in the South, their 00:03:34.939 --> 00:03:38.900 average household income was $11 ,000 lower than 00:03:38.900 --> 00:03:41.840 heterosexual couples. $11 ,000. That just... 00:03:42.060 --> 00:03:44.520 It completely upends the myth of gay affluence, 00:03:44.639 --> 00:03:46.259 doesn't it? Oh, absolutely. You always hear about 00:03:46.259 --> 00:03:48.900 the dink status, dual income, no kids marketing 00:03:48.900 --> 00:03:51.639 agencies love that demographic. But in the South, 00:03:51.740 --> 00:03:54.740 the reality was just significantly poorer and 00:03:54.740 --> 00:03:57.199 more precarious. And that poverty gap cascades 00:03:57.199 --> 00:03:59.139 into everything else. Health, for instance. Right. 00:03:59.219 --> 00:04:01.599 Gay and bisexual men in the South had higher 00:04:01.599 --> 00:04:04.199 HIV infection rates than anywhere else in the 00:04:04.199 --> 00:04:08.240 United States. And coverage. Only 75 % of Southern 00:04:08.240 --> 00:04:11.370 LGBTQ people even had health insurance. So you're 00:04:11.370 --> 00:04:13.490 operating in an environment with less money, 00:04:13.550 --> 00:04:16.110 more health risks, and fewer legal protections. 00:04:16.370 --> 00:04:19.649 It's a compound fracture of social issues. And 00:04:19.649 --> 00:04:23.230 standing over all of this, the laws, the economics, 00:04:23.310 --> 00:04:26.629 the culture is the institution of the church. 00:04:27.009 --> 00:04:29.410 You cannot tell the story of the South without 00:04:29.410 --> 00:04:31.470 talking about the Southern Baptist Convention. 00:04:31.810 --> 00:04:34.899 It's the dominant cultural force. In Mississippi 00:04:34.899 --> 00:04:37.500 specifically, more than half the residents identify 00:04:37.500 --> 00:04:40.519 as Southern Baptist. Exactly. The HRC knew this. 00:04:40.660 --> 00:04:44.399 They explicitly referred to Mississippi as the 00:04:44.399 --> 00:04:47.139 most religious state in America. Which brings 00:04:47.139 --> 00:04:50.180 us back to the strategy. So if you are the HRC 00:04:50.180 --> 00:04:52.139 and you know you're walking into the lion's den 00:04:52.139 --> 00:04:54.879 of religious conservatism. You don't walk in 00:04:54.879 --> 00:04:56.660 wearing a meat suit. Right. You don't go in with 00:04:56.660 --> 00:04:58.959 confrontation. Confrontation just triggers a 00:04:58.959 --> 00:05:01.120 defense mechanism. You've lost before you've 00:05:01.120 --> 00:05:03.240 even started. If you come in as the northern 00:05:03.240 --> 00:05:05.600 outsider telling southerners their values are 00:05:05.600 --> 00:05:08.000 wrong, you've lost before you buy your first 00:05:08.000 --> 00:05:10.889 ad slot. Yeah. So they did something counterintuitive. 00:05:10.889 --> 00:05:13.029 They decided to speak the language of the locals. 00:05:13.250 --> 00:05:15.970 All God's children. The strategy was built entirely 00:05:15.970 --> 00:05:19.449 around shared values. They wanted to decouple 00:05:19.449 --> 00:05:23.009 the idea of LGBTQ rights from the culture war. 00:05:23.189 --> 00:05:25.949 And recouple it with Christian values of love 00:05:25.949 --> 00:05:29.750 and family and non -judgment. Precisely. So let's 00:05:29.750 --> 00:05:31.290 talk about the mechanics of this, because the 00:05:31.290 --> 00:05:34.449 ad spend was, I mean, it was massive. We are 00:05:34.449 --> 00:05:36.870 not talking about a grassroots flyer campaign. 00:05:37.230 --> 00:05:40.160 Oh, no. This was an air war. A very expensive 00:05:40.160 --> 00:05:42.740 one. It was an $8 .5 million investment over 00:05:42.740 --> 00:05:46.019 three years for Mississippi, Alabama, and Arkansas. 00:05:46.579 --> 00:05:49.160 For the Mississippi launch alone, they dropped 00:05:49.160 --> 00:05:52.420 over $300 ,000 immediately. And the content of 00:05:52.420 --> 00:05:54.220 these ads, I watched a few of them while prepping. 00:05:54.379 --> 00:05:56.459 They're fascinating pieces of media. They didn't 00:05:56.459 --> 00:05:58.379 use actors. They didn't use politicians. No, 00:05:58.500 --> 00:06:00.500 they used the ultimate authority figures in Southern 00:06:00.500 --> 00:06:03.550 culture. Moms. Moms. Specifically Christian moms. 00:06:03.889 --> 00:06:06.629 One of the key spots featured a Southern Baptist 00:06:06.629 --> 00:06:09.189 mother sitting in her kitchen talking about her 00:06:09.189 --> 00:06:11.189 love for her gay son. She wasn't talking about 00:06:11.189 --> 00:06:13.110 legislation, was she? Not at all. She was talking 00:06:13.110 --> 00:06:15.050 about her faith in her child. It's like they 00:06:15.050 --> 00:06:18.360 weaponized the mama bear archetype. You also 00:06:18.360 --> 00:06:21.199 had gay army veterans. That feels like a very, 00:06:21.240 --> 00:06:24.459 very deliberate choice. Of course. It's meant 00:06:24.459 --> 00:06:27.420 to challenge the stereotype of what a gay man 00:06:27.420 --> 00:06:30.180 looks like to a conservative audience. It creates 00:06:30.180 --> 00:06:33.019 a permission structure, you know? It does. If 00:06:33.019 --> 00:06:35.519 a viewer sees a veteran, someone who served the 00:06:35.519 --> 00:06:37.519 country, someone who looks like their neighbor 00:06:37.519 --> 00:06:40.399 or their nephew, it creates cognitive dissonance. 00:06:40.519 --> 00:06:43.800 It forces the viewer to reconcile their prejudice 00:06:43.800 --> 00:06:46.740 with their patriotism. And they threw in transgender. 00:06:46.920 --> 00:06:50.439 students as well, which that was arguably the 00:06:50.439 --> 00:06:53.600 hardest lift. But the framing was always we are 00:06:53.600 --> 00:06:55.579 your neighbors. We are Christians. We are just 00:06:55.579 --> 00:06:58.139 like you. And this brings up a concept in political 00:06:58.139 --> 00:07:00.540 science called soft power versus hard power. 00:07:00.620 --> 00:07:03.259 OK. Hard power is the law. The Supreme Court 00:07:03.259 --> 00:07:06.500 rulings, the legislation. But hard power is brittle 00:07:06.500 --> 00:07:09.720 if the culture rejects it. Right. You can change 00:07:09.720 --> 00:07:11.480 a law, but if people hate it, they'll just find 00:07:11.480 --> 00:07:13.279 ways around it, like those religious freedom 00:07:13.279 --> 00:07:15.980 bills allowing businesses to deny service. Yeah. 00:07:16.060 --> 00:07:19.040 So All God's Children was the soft power offensive. 00:07:19.339 --> 00:07:22.019 It was an attempt to till the soil so that when 00:07:22.019 --> 00:07:24.379 the legal changes came, they might actually take 00:07:24.379 --> 00:07:27.379 root. And the timing was surgical. They launched 00:07:27.379 --> 00:07:30.600 the Mississippi ads in November 2014, literally 00:07:30.600 --> 00:07:33.600 48 hours before a federal court was set to hear 00:07:33.600 --> 00:07:36.339 arguments on the state's same -sex marriage ban. 00:07:36.819 --> 00:07:40.180 Wow. So they were trying to create a soft power 00:07:40.180 --> 00:07:43.279 buffer for a hard power event. That's the idea. 00:07:43.480 --> 00:07:46.959 So the $8 .5 million question, did it work? Because 00:07:46.959 --> 00:07:49.060 you can spend a fortune on soft power and still 00:07:49.060 --> 00:07:51.180 get absolutely nowhere. This is where the data 00:07:51.180 --> 00:07:53.529 gets messy and really fascinating. If you just 00:07:53.529 --> 00:07:55.670 look at the trend lines, support for same -sex 00:07:55.670 --> 00:07:57.470 marriage in the South was already skyrocketing. 00:07:57.470 --> 00:08:00.610 Before the campaign. Between 2003 and 2013, support 00:08:00.610 --> 00:08:03.910 rose by 26 percentage points. That is a seismic 00:08:03.910 --> 00:08:05.870 shift. I mean, in political terms, you rarely 00:08:05.870 --> 00:08:08.329 see a 26 -point swing on a fundamental moral 00:08:08.329 --> 00:08:11.250 issue in a single decade. It's huge. But here's 00:08:11.250 --> 00:08:14.459 the catch. That 26 -point swing happened before 00:08:14.459 --> 00:08:17.120 the All God's Children campaign really kicked 00:08:17.120 --> 00:08:19.740 into high gear. So the HRC might have been surfing 00:08:19.740 --> 00:08:22.259 the wave rather than creating it? Or at least, 00:08:22.300 --> 00:08:24.379 they were paddling into a swell that was already 00:08:24.379 --> 00:08:26.860 forming. Sociologists point to something called 00:08:26.860 --> 00:08:28.839 the friends and family effect. Or the contact 00:08:28.839 --> 00:08:32.059 hypothesis? Right. Gordon Allport. The idea that 00:08:32.059 --> 00:08:35.139 prejudice thrives in abstraction. It's easy to 00:08:35.139 --> 00:08:38.019 hate the gays as a concept. But it's much harder 00:08:38.019 --> 00:08:40.759 to hate Days, your accountant, who brings decent 00:08:40.759 --> 00:08:43.000 potato salad to the block party. That's it in 00:08:43.000 --> 00:08:47.139 a nutshell. By 2014, about 64 % of Southerners 00:08:47.139 --> 00:08:49.740 reported knowing someone personally who was gay 00:08:49.740 --> 00:08:52.259 or lesbian. And once you cross that threshold... 00:08:52.259 --> 00:08:54.120 Once the majority of the population has a personal 00:08:54.120 --> 00:08:56.799 connection, the political opposition starts to 00:08:56.799 --> 00:08:59.120 crumble because it conflicts with personal loyalty. 00:08:59.629 --> 00:09:02.149 So you have this natural sociological engine 00:09:02.149 --> 00:09:04.970 people coming out, just living their lives, driving 00:09:04.970 --> 00:09:07.909 the numbers up, and then HRC comes in to accelerate 00:09:07.909 --> 00:09:10.710 it. But we have to pivot here because you can't 00:09:10.710 --> 00:09:12.909 drop a campaign like this into the Deep South 00:09:12.909 --> 00:09:16.309 without generating some serious heat. The backlash 00:09:16.309 --> 00:09:19.110 was immediate. The American Family Association 00:09:19.110 --> 00:09:21.789 of Mississippi issued a statement almost instantly. 00:09:22.149 --> 00:09:25.389 They argued that the normalization of homosexuality 00:09:25.389 --> 00:09:28.389 was unacceptable. And their argument wasn't just, 00:09:28.429 --> 00:09:31.509 we don't like this. It was theological. Yeah. 00:09:31.570 --> 00:09:33.929 They basically said, you can show us all the 00:09:33.929 --> 00:09:36.590 nice commercials you want, but biblically literate 00:09:36.590 --> 00:09:38.889 Christians know better. They were banking on 00:09:38.889 --> 00:09:41.070 the idea that dogma is stronger than emotion. 00:09:41.429 --> 00:09:43.509 That no matter how nice the veteran of the commercial 00:09:43.509 --> 00:09:46.429 is, the text is the text. But there is a deeper 00:09:46.429 --> 00:09:50.029 risk to the strategy HRC used. This is where 00:09:50.029 --> 00:09:52.460 we have to talk about the recent news. When you 00:09:52.460 --> 00:09:54.840 build a campaign around respectability politics, 00:09:55.000 --> 00:09:57.799 when you say, look at us, we are perfect parents, 00:09:58.019 --> 00:10:00.740 we are safe, we are wholesome, you are making 00:10:00.740 --> 00:10:03.419 a promise. You are. You're promising that the 00:10:03.419 --> 00:10:06.580 marginalized group is just as virtuous, if not 00:10:06.580 --> 00:10:08.559 more so than the majority. And if that image 00:10:08.559 --> 00:10:11.799 cracks, the opposition will use that crack to 00:10:11.799 --> 00:10:14.379 try and shatter the whole window. Which brings 00:10:14.379 --> 00:10:17.230 us to the Walton County case. Yeah. To the Zoolocks. 00:10:17.289 --> 00:10:20.009 Yeah. This is a heavy turn in the story, but 00:10:20.009 --> 00:10:22.490 it's necessary to understand the current political 00:10:22.490 --> 00:10:25.629 landscape. It is. The case involves a gay couple, 00:10:25.750 --> 00:10:28.490 William and Zachary Zoolock, who are affiliated 00:10:28.490 --> 00:10:31.129 with campaign efforts, specifically regarding 00:10:31.129 --> 00:10:34.210 adoption rights. And they were granted custody 00:10:34.210 --> 00:10:36.649 of two young boys. Yes. And the details that 00:10:36.649 --> 00:10:40.250 came out in court are, they're horrific. We don't 00:10:40.250 --> 00:10:41.809 need to be graphic, but we have to be clear. 00:10:42.049 --> 00:10:45.789 These men abused those children. Systematically. 00:10:45.870 --> 00:10:50.169 Between 2019 and July 2022, they utilized their 00:10:50.169 --> 00:10:52.889 position of trust to abuse their adopted sons. 00:10:53.169 --> 00:10:56.090 It was a catastrophic failure of the system and 00:10:56.090 --> 00:10:58.679 a heinous crime. And justice was served. Eventually, 00:10:58.759 --> 00:11:00.840 they were sentenced to 100 years in prison in 00:11:00.840 --> 00:11:03.740 late 2024. But because this happened in the context 00:11:03.740 --> 00:11:06.200 of a highly politicized debate about day adoption, 00:11:06.580 --> 00:11:09.759 the crime didn't stay a local tragedy. It became 00:11:09.759 --> 00:11:11.940 a national weapon. Yeah. This is the volatility 00:11:11.940 --> 00:11:14.440 of the hearts and minds strategy. Prominent right 00:11:14.440 --> 00:11:16.320 wing commentators, figures like Charlie Kirk 00:11:16.320 --> 00:11:19.039 and Laura Ingraham, seized on this case immediately. 00:11:19.379 --> 00:11:21.720 They used the Zulock name as a shorthand, didn't 00:11:21.720 --> 00:11:24.019 they? They connected the specific crimes of these 00:11:24.019 --> 00:11:26.649 two men to the broader argument against. same 00:11:26.649 --> 00:11:29.509 -sex adoption yes the argument became you told 00:11:29.509 --> 00:11:31.429 us gay parents were safe you told us they were 00:11:31.429 --> 00:11:34.049 just like us look at this it's a classic generalization 00:11:34.049 --> 00:11:36.779 tactic They conflated the actions of two criminals 00:11:36.779 --> 00:11:39.740 with the validity of millions of families. And, 00:11:39.820 --> 00:11:41.700 you know, Media Matters pushed back on this, 00:11:41.740 --> 00:11:45.200 pointing out that bad actors exist in every demographic. 00:11:45.700 --> 00:11:48.440 Heterosexual, homosexual, religious, secular. 00:11:48.659 --> 00:11:51.480 Of course. Using one case to demonize an entire 00:11:51.480 --> 00:11:55.320 population is a logical fallacy. It is, but emotionally, 00:11:55.519 --> 00:11:58.830 it's effective. And that's the danger. When the 00:11:58.830 --> 00:12:01.269 HRC spent millions selling the image of the good 00:12:01.269 --> 00:12:03.950 gay family, they inadvertently raised the stakes. 00:12:04.169 --> 00:12:06.289 If you live by the anecdote, you can die by the 00:12:06.289 --> 00:12:09.269 anecdote. Exactly. The HRC used positive stories 00:12:09.269 --> 00:12:11.870 to build trust. Their opponents use this one 00:12:11.870 --> 00:12:14.230 negative story to try and destroy it. It really 00:12:14.230 --> 00:12:16.669 highlights that soft power is a constant battle. 00:12:16.769 --> 00:12:18.769 It's not a one -time purchase. You don't just 00:12:18.769 --> 00:12:21.629 buy the ads in 2014 and declare victory. The 00:12:21.629 --> 00:12:24.230 narrative is constantly being rewritten by events 00:12:24.230 --> 00:12:26.429 on the ground. And that leads us to the synthesis 00:12:26.429 --> 00:12:29.230 of this whole deep dive. The All God's Children 00:12:29.230 --> 00:12:32.169 campaign was a massive, expensive experiment 00:12:32.169 --> 00:12:35.029 in navigating that intersection of religion and 00:12:35.029 --> 00:12:37.389 rights. It showed that you can move the needle 00:12:37.389 --> 00:12:39.470 or at least grease the wheels with the right 00:12:39.470 --> 00:12:42.309 messaging using Christian language, using local 00:12:42.309 --> 00:12:45.309 voices. I mean, that was smart. It was. It allowed 00:12:45.309 --> 00:12:47.629 people to evolve without feeling like they were 00:12:47.629 --> 00:12:50.409 surrendering their identity. But the Zulock aftermath 00:12:50.409 --> 00:12:53.570 and the persistent backlash show that the cultural 00:12:53.570 --> 00:12:56.789 truce is fragile. The 26 percent rise in support 00:12:56.789 --> 00:12:58.649 is real. That's the friends and family effect 00:12:58.649 --> 00:13:02.649 at work. But the political weaponization of identity 00:13:02.649 --> 00:13:05.570 is still very much alive. Very much so. So here's 00:13:05.570 --> 00:13:07.649 the thought I want to leave everyone with. We 00:13:07.649 --> 00:13:09.230 look at that eight point five million dollar 00:13:09.230 --> 00:13:11.289 price tag. We look at the glossy commercials 00:13:11.289 --> 00:13:14.370 and we tend to think that change comes from these 00:13:14.370 --> 00:13:16.730 big top down initiatives. We want to believe 00:13:16.730 --> 00:13:18.990 there's a master plan that works. But the data 00:13:18.990 --> 00:13:21.750 suggests something more humble in a region where 00:13:21.750 --> 00:13:23.870 personal relationships drive everything, where 00:13:23.870 --> 00:13:25.879 who your daddy is and where you go to church 00:13:25.879 --> 00:13:29.000 matters more than the law? Was the ad campaign 00:13:29.000 --> 00:13:31.759 the hero of the story? Or was the real engine 00:13:31.759 --> 00:13:34.399 of change simply the bravery of ordinary people 00:13:34.399 --> 00:13:36.620 living their lives openly in a hostile environment? 00:13:36.960 --> 00:13:39.220 Did the commercial change the mind or did the 00:13:39.220 --> 00:13:42.139 cousin who came out of Thanksgiving dinner do 00:13:42.139 --> 00:13:44.940 the heavy lifting? I have a feeling the $8 .5 00:13:44.940 --> 00:13:47.679 million helped, but the cousin did the work. 00:13:48.039 --> 00:13:50.299 I think you're right. That's it for this deep 00:13:50.299 --> 00:13:52.259 dive. Thanks for unpacking this with us. We'll 00:13:52.259 --> 00:13:52.860 see you next time.