Invite people who are voting yes to share their support by wearing odd socks, sharing photos of their efforts, tagging #VoteYes and #OddsForEquality, and using it to start conversations with those around them - both online, and in person.
Because love in Australia won’t be even, until we can all be paired.
Award School Brief
Client:
Marriage Equality Australia
Insight:
People may support equality, but are apathetic towards the idea of marriage. They don't know why marriage equality under the law is a big deal.
Proposition:
Marriage equality is good for Australia.
Media:
Anything that helps redefine the way we advertise.
Idea
To encourage equality lets make a change and not wear something equal until we can all be paired.
Socks.
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Odds are championed by MJ Bale (who use Australian wool).
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Other companies can support the cause by creating their own designs.
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Public can share their support by purchasing and using #oddsforequality.
Let’s highlight how equality can be good for Australia by creating a product that not only shows the joy in unconventional pairings – but also uses Australian resources to do so. After all, more weddings means more money spent on Australian clothing, produce and alcohol, as well as more jobs in hospitality (to the value of $52m annually).
AWARDS
Best in Show: Award School 2017