Freedom to Marry is stepping it up. Today, they announced their new “Why Marriage Matters” campaign, which will raise and spend $10 million on educating the entire country on the issue of marriage equality.
Over the next three years, F2M will buy television ads all around the nation, beginning with a CNN spot on Valentine’s Day to celebrate Freedom to Marry Week.
“Across the country the thinking of many Americans, from the president to the people next door, continues to – as President Obama put it – ‘evolve’ toward support for same-sex couples joining in the freedom to marry. Freedom to Marry’s team has crunched over a decade’s worth of polling data and field experience to crack the code on moving the reachable but not yet reached,” said Evan Wolfson, Founder and President of Freedom to Marry. “By engaging friends, families, and neighbors in personal conversations about why marriage matters, each of us can help fair-minded people wrestling with a lack of information and uncertainty, and change hearts and minds.”
According to press notes:
Freedom to Marry analyzed over 85 data-sets representing 6 years of research to develop messages that are proven to be effective in swaying public opinion around marriage. In particular, the data showed that people who have had conversations with their gay and lesbian friends about why marriage matters to them are more likely to support the freedom to marry. By shifting the conversation from a focus on rights to a conversation about shared values of love and commitment, support for the freedom to marry grows. In partnership with local and state groups, the Why Marriage Matters campaign will include a variety of mixed media advertising, including TV, radio, and online ads.
To find out more, you can visit Freedom to Marry’s new website for the project. There are several other beautiful videos on the new site that are quite share-able on facebook and twitter – so get to it and get the conversation started! Many thanks to TAE’s good friends at F2M for pushing the conversation forward.