Virtual Equality
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It’s time to make marriage equality a reality.
In September 2017, Australia was asked to vote YES or NO for marriage equality. In the midst of a divisive campaign from both camps, Queeraz, the queer-focused social network, wanted to inspire the nation to choose love, and vote YES.
So we had a simple idea: give Australians the opportunity to experience the love and joy of a real same-sex marriage, before they voted. But with marriage equality still outlawed, the only way that was possible in Australia was through Virtual Reality.
After the virtual wedding activation, we sent bespoke Google Cardboard devices to influencers, the media and all 150 sitting politicians,
letting hundreds more experience the love and joy of a real same-sex marriage, before they voted.
The campaign film was edited and shared within 48 hours of the activation, generating $4M of earned media in the lead up to polling day. And our message resonated, becoming Opposition Leader, Bill Shorten’s rallying cry throughout the ‘YES’ campaign.
But most importantly, on November 15th, 2017 Australia voted to legalize same-sex marriage with a resounding YES!
Creative Team:
Simon Hayes, Simon Langley, Sinead Roarty
