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Case Study: G'AY MATE

In 2017 the Australian Government held a voluntary postal survey to determine whether same-sex marriage should be made legal. It ignited a heated national conversation which, with passion spilling over on both sides of the argument, soon turned sour.

 

The brief

The issue motivated Interbrand Australia ECD Ben Miles to mobilise the creative community at Interbrand. “Australia’s national identity is based on being warm, welcoming and easy-going.” he explains, continuing, “So why was everyone being so hateful? And if Australians truly believe that “everyone deserves a fair go” – a phrase and belief popular in Australia as g’day itself is – why weren’t we applying that belief to marriage equality?”

Miles sent an internal email looking for volunteers to help campaign for a ‘Yes’ vote. The objective would be to change the conversation from the bottom up, with an affirmative campaign.

As Miles explains, “We couldn't just sit on the side-lines and watch. As that's part of the problem, we needed a campaign that could change the tone and connect with the apathetic fence-sitters and make a difference. “

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