BCW, H+K Strategies, VMLY&R, Group M and Kinetic are the WPP shops that donated creative content and advertising space for New York mayor Eric Adams' move to run digital billboards in Florida to denounce its "Don't Say Gay" law.
The legislation bans instruction on sexual orientation and gender identity in grades kindergarten through third grade.
The ads, which kicked off April 4 and will run through May 29 in Fort Lauderdale, Jacksonville, Orlando, Tampa and West Palm Beach, are expected to chalk up 5M impressions.
They position NYC as a champion of free speech and a welcoming place for members of the LGBTQ+ community.
Adams called the "Don't Say Gay" law "the latest shameful, extremist culture war targeting the LGBTQ+ community." He invited them "to come to a city where you can say and be whoever you want."
Christina Pushaw, a spokesperson for Florida governor Ron DeSantis, dismissed NYC's billboard push.
"Thousands of New Yorkers have moved to Florida since the pandemic began, and I doubt many will leave Florida because they're so upset about the lack of classroom instruction on gender theory and sexuality for children in grades K-3," Pushaw said in a statement.