In September 2017 the human rights of the LGBTI community was put in the hands of the Australian Public.
Should the law be changed to allow same-sex couples to marry?
The catch? You had to vote via a mail plebiscite with no guarantee the result would be recognized by the government. The price? A small $122M tax dollars.
The vast majority of Aussies agreed it should be a YES, but voting by mail on something that didn’t affect them directly was a bit of an effort. We wanted to do our bit and join the YES campaigners in changing that.
Our strategy was to engage as many people as possible with a message that cuts to thick of the problem. Our solution was the simple calling - Equality Requires Action, written on a post stamp.
Our creative team designed a series of posters that reminded Australia that 3 simple letters is all it takes.
Hundreds of streets surrounding post boxes were peppered throughout Sydney and Melbourne with posters and stickers, reminding people to act and get their votes in the mail by the cut off date.
We partnered with Reclaim the Streets and joined them in creating a mass YES postal vote in Sydney's Surry Hills, where at 2pm hundreds posted their YES vote together.
To amplify it further we set up mobile gif stations with props to roam the festival capturing the YES supporters and thousands of colourful YES gifs were shared online.
Amplifying the reach a further 1247% from the people there on the day and reminding their social audience to act also.
On 15th November 2017, after 3 months of campaigning, (from all over the country) the votes were in.
Australia said YES.
And on the 7th December 2017 the government did too.