Marriage Equality – it matters

Marriage is a deeply personal issue – as it should be. It’s a something couples decide to do, or not to do, for a whole host of reasons.

The problem is that in Australia, in this day and age, not every citizen has the right to make this private, personal decision.

Essential Media was approached by a coalition of community organisations to help broaden the campaign to rectify this injustice, and we jumped at the chance to work on such a fundamental issue of rights.

Same-sex marriage has been drifting around the national agenda for years, but this year it shifted a gear, with most state and territories backing an amendment to the Federal Marriage Act.

On the surface, it seems a straightforward problem, and a straightforward campaign to run. But it isn’t. Research told us that despite marriage being at the centre of most Australian families, most of the time people don’t think deeply about the issue – at all. Marriage settles comfortably on the sofa, lounging in the back of our minds. For most of us, this only changes if and when tying the knot comes up in our relationship or in those of our family members and friends.

With this research to guide us, EMC’s communications strategy was built on two strong foundations – equal rights and family. Whatever your beliefs are about marriage, the campaign asks people to imagine what it would be like if you and your partner – or, say, a member of your family or a good friend – did not have the right to even consider marriage as an option for their lives. In this context, marriage equality actually does matter to thousands of families around the country.

As Australians, we all have a strong sense of fairness and respect, but we’re smart enough to see through bald-faced spin. So this continuing campaign is based on stories from people who care about marriage equality – gay or straight. EMC developed a website www.mymarriagestory.com.au which invites people to submit their stories and photos or support the campaign for marriage equality.

People from all around the country, ordinary Australians – single and in relationships – have sent in stories of how they wish to marry at home one day, but cannot. Some have told of how they married overseas so they were able to experience this rite of passage that is so important to them. Others wrote in to tell that they have chosen not to marry until marriage equality is achieved here at home.

The stories are wonderful – incredibly moving and very inspiring. Many tell the story of love blossoming, before developing into an enriching, stable relationship that is missing the ceremony that would cement their relationship, for life, to the exclusion of all others.

Even better – the stories are real. No spin here.

This site is the hub of the campaign’s digital strategy, which is fully integrated with free and paid media strategies that will roll out in coming months.

On Wednesday, October 12, scores of couples and their families, many who have submitted stories to the Marriage Equality Matters website will travel to Canberra to lobby Federal MPs for an amendment to the legislation. Momentum is building, with Tasmania’s State Parliament voting to support the idea in September.

Every state Labor conference apart from New South Wales endorsing it, as has South Australian Premier Mike Rann and former NSW Premier Kristina Keneally. Support has come from diverse quarters, such as leading Australian rugby player, David Pocock. We’re hoping to see a change to the ALP party platform at its national conference in December.

There’s a whole lot more that a whole lot of people will say on the right for everyone to marry, right here in Australia. Stay tuned.

- Claire O’Rourke | Senior Account Manager, EMC