Adam Polaski

The Art of Selling Marriage Equality

Filed By Adam Polaski | November 26, 2011 12:00 PM | comments

Filed in: Marriage Equality, Media, The Movement
Tags: Australia, HRC, Maine, marketing, marriage equality, Minnesota

AustraliaGetUpAd.jpgThe LGBT blogosphere is raving about a new Australian video that advocates for marriage equality - and with good reason. It's a beautiful, high-quality, captivating video with incredible production value, and it's got some intense emotional appeal.

If you haven't seen it, check it out after the jump.

Tons of blogs and social media users are calling the video, produced by Australia's "Get Up!" campaign, the best marriage equality advertisement ever, and they're wondering why there are no similarly memorable videos coming out of the United States. After all - Maine's recent advertisements or the video fighting against the Minnesota marriage equality ballot initiative or the HRC's talking-heads schtick hardly stack up to the effectiveness of the Australian spot.

It sucks that marriage equality is something that has to be "sold" - something that has to be packaged into an adorable two-minute video and marketed, passed around to make a point. But at the same time, in our commercial culture, these advertisements are necessary, essential for combatting the anti-LGBT scare tactics that are still very much employed by opponents. We can see the potential effectiveness of these well-produced ad campaigns - whether it's this Australian video, which has already passed half a million views on YouTube, or the beautiful videos opposing anti-LGBT discrimination from Argentina earlier this week.

Do you think that U.S. advocacy organizations or state-level organizations will take a page from the Australian commercial and start treating marriage equality like a product, one that requires an intensely emotional marketing campaign? Or, in our praise of the "Get Up!" video, are we missing some really excellent campaigns from the U.S. advocacy groups' past?

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