GLAD (GLBTQ Legal Advocates & Defenders)

Redefining a non-profit for its next 40 years

The Challenge

GLBTQ Legal Advocates & Defenders is the premier non-profit legal rights organization that works to end discrimination based on sexual orientation, HIV status, and gender identity and expression. For several years, ThinkArgus has help GLAD strategically position themselves for the rapidly evolving political and policy environments that shape and are shaped by their work. When they came to us to produce a series of videos to mark the start of their fifth decade on the front lines though, they were at a critical crossroads, facing a key question: how do you redefine your mission and reinvigorate your core audience?

What we did

Two key videos highlight our approach.

GLAD initially asked us to put together some photos in a straightforward montage to help honor their 40th anniversary ahead of a gala dinner. We thought their remarkable milestone deserved something a little bolder. So we took a step back and looked at the entirety of what GLAD stands for, who makes up their movement, and what they mean to those they represent. The video we produced for GLAD in 2018, “We are the history we make,” tells the story of an organization and movement that has been on the forefront of critical battles for 40 years. Simultaneously, we also begun a series of videos that highlight legacy giving as a critical element of GLAD’s fundraising efforts. These videos showcase more of our ‘documentary style’ approach to filmmaking, highlighting couples and individuals who have included GLAD in their legacy planning.


The results speak for themselves. “We are the history we make” has become a calling card for the organization, while the early response to the fundraising videos has proven positive for an organization looking ahead to its next 40 years.

Services providedBranding, Digital & User Experience, Video & Photography