Advertiser: Australian Marriage Equality
Brand: Australian Marriage Equality
Agency: Leo Burnett Sydney
In 2017, Australia held a postal vote plebiscite to determine whether same-sex marriage should be legalised. As the debate wore on it became increasingly negative and convoluted, with a fear campaign from the 'No' side creating uncertainty in the community and increasing the strain felt by LGBTIQ Australians. Our aim was to transcend the negativity, shift perceptions and bring love back to the fore with a heartfelt, powerful and unifying message: same sex marriage is just like any other. Leveraging a key moment in the Australian TV calendar, we shaped our proactive idea around the popular program 'The Bachelor'. We used the finale to ignite a national and global conversation, harnessing the exposure to evoke deeper empathy, advocacy, and ultimately influence a 'YES' vote in the marriage equality plebiscite.