ACON: Wear it With Pride

M&C Saatchi/Mark

ENTRY INFORMATION

Category: Not-For-Profit
Country where program ran: Australia
Date program started/ended: 2nd February 2010

Product Description: The Australian Federal Government's 85 same-sex law reforms.

Advertiser/Client Name: ACON
Media Channels: Web Development
Other
Website: www.wearitwithpride.com.au

STRATEGY

Marketplace Challenge:

In a huge step forward for human rights, the Australian Federal Government recently reformed 85 laws to give equality to same-sex couples. The challenge with law is that it's often complex and difficult to understand. So as a result few people were aware of or were using their new rights. Using Federal Government funding, our brief was to raise awareness of the 85 same-sex law reforms and explain them to same-sex couples, and the wider lesbian, gay, bisexual and transgender (LGBT) community. Our objective was to drive them online to learn more, to empower them with information. In addition, we needed to spread the news across Australia and let everyone know that same-sex couples now have the legal right to be treated the same as opposite sex couples. Our campaign had three challenges: