Marriage equality advocates push for change with ‘The Equality Campaign’ via PrincipleCo
Australian Marriage Equality (AME) and Australians for Equality (A4E) today begin extensively screening a new ad on free-to-air and pay TV. The push is called ‘The Equality Campaign’ created by PrincipleCo, and its opening salvo is this video featuring hundreds of real people from across Australia coming together to paint a rainbow coloured map of Australia on a blank wall, surrounded by tags like ‘for my mums’, ‘for fairness’, ‘for commitment’ and ‘for love’.
“Together we can achieve marriage equality,” reads the video’s tagline.
Says Anna Brown, co-chair, Australians for Equality: “The Equality Campaign is about building on the momentum and energy generated across the nation for marriage equality and continuing to campaign for a straightforward change to be achieved by a vote in the parliament.”
Says Daniel Stone, PrincipleCo: “PrincipleCo are enormously proud to partner with The Equality Campaign on this project. Recent discussions about marriage equality seem to have forgotten that we’re talking about real people, with real lives and real families. We were committed to placing the human face of the issue back into the centre of the discussion.
“It’s no secret that the Australian people overwhelmingly support marriage equality – as many as 68% of us according to recent polls. However a minority of MPs in our parliament are holding our leaders back.
“This campaign gives a clear place for ordinary Australians to come together and ask our politicians to step up.”
The campaign’s organisers say the push will include helping supporters lobby MPs, and holding community events and forums.
Says Alex Greenwich, co-chair, Australian Marriage Equality: “This campaign will continue our work across the nation, bringing supporters together, holding community events and forums to change the hearts and minds of communities across Australia.
“We will also continue to call on our supporters across all political parties who support marriage equality to work together to find a pathway for a free vote in the parliament.”
Clients: Australian Marriage Equality / Australians 4 Equality
Campaign Director: Tiernan Brady
Creative Media Team: Kirk Marcolina, Helen Ross-Browne, and Leah Newman
Agency: PrincipleCo
Strategy Director: Daniel Stone
Executive Producer: Sofia Madden
Art Director: Lauren Austin
Production Company: PaperMoose
Director: Harrison Woodhead
Producer: Carl Tindall
Producer: Jack Stephens
Production Design: Reese Geronimo
Director of Photography: Dimitri Zaunders
1st Assistant Director: Stuart Beedie
Colourist: Yanni Kronenberg
2 Comments
Is this the same group that has just prevented Australians from voting to support marriage equality?
Strong brand, great advertising, just not sure about the strategy.
George, I think you need to understand the reason why the LGBT community and their families were opposed to the marriage equality plebiscite. Giving homophobic people a platform and voice to preach their hate and disgust is something that would cause widespread pain and hurt. As a society, we need to accept marriage equality, and stamp out any sort of bigotry against the LGBT community – not fuel the hate, by opening up a nonsensical debate on basic human rights.