Australians unite for marriage equality in campaign by Principleco
A group of everyday Australians have come together as part of a new initiative to achieve marriage equality.
‘The equality campaign’ via Principleco, sees hundreds of friends, families and couples uniting to paint a rainbow map of Australia, as a representation of community support for the movement.
Made for Australian Marriage Equality, and Australians for Equality, the campaign aims to humanise marriage equality, by bringing it back to the Australians that are directly impacted.
The video features volunteers adding tag lines as they paint the mural, such as ‘for my mums’, ‘for fairness,’ ‘for love,’ to give their reasons for support.
Anna Brown, co-chair of Australians for equality hopes the campaign will encourage members of parliament to vote for marriage 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,” Brown said.
“Recent discussions about marriage equality seem to have forgotten that we’re talking about real people, with real lives, and real families,” added Daniel Stone, Principleco.
“We were committed to placing the human face of the issue back into the centre of discussion.”
The campaign will roll out on free-to-air and Pay TV, with community events and forums also being held to lobby Australian community members and MPs.
Alex Greenwich, co-chair of Australian Marriage Equality said: “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.”
CLIENT
- 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
- Director: Harrison Woodhead
- Production Company: PaperMoose
- Producer: Carl Tindall
- Producer: Jack Stephens
- Production Design: Reese Geronimo
- Director of Photography: Dimitri Zaunders
- 1st Assistant Director: Stuart Beedie
- Colourist: Yanni Kronenberg
topics
Advertising
Australia Marriage Equality
Australian parliament
Australians for equality
Campaign
marriage equality
PrinciplesCo
I’m no expert, but in this polarising debate I would have thought that the use of rainbow colours enforces entrenched stereotypes. Rather than divide, I would have thought the campaign should take a subtle ‘they’re just like us’ vibe.
Don’t tell people how to vote. Make them feel.
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Lovely work PrincipleCo. Let’s all consider ourselves lucky that Darryl is not an expert. More rainbows please.
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I don’t know about you Darryl, but this certainly made me feel! I hadn’t really cared much about this before, but I do now.
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I agree with your first three words.
You should have stopped there.
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The brand for ‘The Equality Campaign’ was done by the Core agency. Also, this video is just one component of the actual campaign, so claiming credit for the whole campaign doesn’t seem quite right.
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And the website for The Equality Campaign was designed by Agency.sc.
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