The impact of the marriage equality ads latest focus for Newspaper Works influence campaign

The recent newspaper ad campaign which saw major brands publicly pledge to support marriage equality is the focus of the latest instalment of the ‘Influential by Nature’ campaign from the Newspaper Works.Influential By Nature

The industry body kicked off its ‘Influential by Nature’ campaign in April in a bid to convince the advertising industry to rebalance media budgets and stem the collapse of print revenues.

Former David Jones CEO Paul Zahra fronts the latest iteration of the campaign which is centred on the Australian Marriage Equality’s full-page ad in The Australian which listed the brands supporting marriage equality.

The first ad, which ran last month, had 53 brands including the Commonwealth Bank, Foxtel, Telstra and Qantas and ANZ declare their support for the cause, while a second ad saw the ranks of companies involved swell to 154.

Australian Marriage Equality’s full page ad in The Australian

Australian Marriage Equality’s full page ad in The Australian

According to the Newspaper Works, as a result of the campaign more than 442 businesses have publically expressed their support for marriage equality through AME.

Australian Marriage Equality deputy director Ivan Hinton-Teoh said in a statement: “The paper was selected as the ‘perfect medium’ to reach business and political audiences. I think the print ad has resonated because it shows the vast support of marriage equality that exists in the community that had previously been unheard.

“So its significance continues to reverberate because it’s provided other organisations and small businesses an opportunity of participating in something that is obviously significant to them in a way that no other platform has provided,” he said.


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