Instagram Social Cause Campaign

Social Media Advertising

Project Brief: To gain support for gay marriage, we were tasked with finding a way through Instagram to rally cause advocates and to help opponents understand why gay marriage is an important step towards true equality. Accordingly, we would like to promote the concept that marriage should represent the union of two people who love one other and want to spend the rest of their lives with each other. Anyone, regardless of race, religion, or sexual orientation, should have the right to marry the person they love.

Approach: Visually, the message will be communicated through recognizable images that represent support for the LGBT community and marriage. Verbally, it will be communicated through encouraging words of support and the hashtag #LoveIsLove. The tone of the communication will be serious but positive. Additionally, each post caption will mention the "Freedom to Marry" website so that viewers can learn more via the website which is linked in the profile. Freedom to Marry is the organization that advocated and helped pass the June 26, 2015 Supreme Court ruling in favor of the freedom to marry nationwide.