USA: How Marriage Equality Activists Beat the “Princess” Ad

Written by scott on November 19th, 2012

The surprise sweep for marriage equality efforts at the polls in 2012 came after a dramatic shift in the television ads their backers ran — a change that came about after a year-long research effort to crack the code of previously successful ads run by marriage equality opponents that focused on “gay marriage” being taught in schools.

Among the key changes: A shift away from talk of “rights” to a focus on committed relationships; a decision to address “values” directly as being learned at home; and an attempt to give voters “permission” to change their minds, according to elements of the research shared with BuzzFeed.

The research was “instrumental in helping us figure out our path,” said Zach Silk, who served as the campaign manager to approve Washington’s Referendum 74.

Authored By Chris Geidner – See the Full Story at BuzzFeed

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