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GetUp! Australia’s gay marriage ad to run in US for elections push

Julian Shaw in GetUp!'s 'It's time' gay marriage ad

GetUp! Australia’s popular pro-gay marriage ad is to air in the US to back the American marriage equality movement ahead of elections in November.

‘It’s time’, a same-sex love story that ends in a marriage proposal, first launched in Australia in November last year in the run-up to the Labor Party national conference.

An edited version of the ad is being used by a non-profit named after GetUp!’s film, It’s Time Marriage Equality, which is trying to raise US$100,000 (AU$96,000) to fund airings across the country.

The group, which has legal consent from GetUp! to use the film, has partnered with fundraising platform Social Teeth and media buying group Aegis to get the ad on primetime TV. Networks including ABC, CBS, NBC and FOX, CNN and Fox News have been targeted. So far, enough money has been raised to get the ad aired in six states.

The group also intends to run the ad online, on Hulu and YouTube, as well as on the It’s Time Marriage Equality Facebook page, which has 9,500 fans. On the back of the ad, the group plans to create original content with real-life couples for future campaigns.

The film, which features straight actor, journalist and filmmaker Julian Shaw play the lead role, and the music of Oliver Tank, has been viewed 6.5m times on YouTube.

Here is the edited version to run in the US:

Daniel Wein, executive director of It’s Time Marriage Equality,
told Mumbrella: “Like Australia, the past several years has seen a dramatic surge of support for the issue of marriage equality in the United States. Just last year, a majority of Americans for the first time voiced support for the issue in a nationwide poll. That was followed up this past May by the endorsement heard around the world by President Barack Obama, the first U.S. President in history to ever do so.”

“With gay marriage on the ballot in four states this November, voters are also expected to approve same-sex marriage by popular referendum for the first time in U.S. history. We’re at an incredibly exciting place in the fight for equality, but it’s still a long road ahead for full marriage rights and other important LGBT issues,” he said.

Earlier this week, another US pro-gay marriage group used the same first-person camera view approach in an ad inspired by It’s time.

The film was devised inhouse by GetUp! and produced by Motion Picture Company.

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