No hyperbole. No scare mongering. And behind the scenes, a really lovely example of cross Group collaboration. A group of agencies from WPP AUNZ, plus creative consultant Simon Collins, have created a simple campaign of everyday people presenting the rational reasons for the YES vote for marriage equality.

The Let’s get it Done campaign, is a call to action to all eligible Australian voters to vote YES in the postal survey for those who need it.

“We have 5,500 employees who all care passionately about this issue and so when we were approached, a group of agencies jumped at the opportunity to work for the YES Equality Campaign and turbo charge the volunteer effort across the country,” stated Mike Connaghan, chief executive officer, WPP AUNZ.

The campaign’s collaborators are:

Creative concept and direction, plus project management and delivery:

• Creative consultant, Simon Collins and creative agency, 1 Kent Street

Production, film, photography, OOH, print and digital:

• Hogarth

Media strategy, planning and buying:

• MediaCom

Sydney’s production community also rallied behind the issue and the project to deliver this campaign in a very short space of time.

“The cross-agency team and Simon were determined to spread the message that all Australians deserve a fair go and should be able to choose whom they marry,” Connaghan added.

The campaign will run across all formats: TV (FTA and paid), radio, cinema, outdoor and digital from September 8.

Tim Gartrell, campaign director, YES Equality Campaign commented, “This is a vote about giving everyone the same opportunity to marry the person they love.  Across the country, millions of people are standing up for marriage equality because they believe in a fair go and equality for all of their friends and family members.

“The TVC is a call to action to all Australians who support marriage equality to remind them that we cannot be complacent – they must tick the ‘YES’ box and post the survey back.  We also believe that the campaign ad will encourage supporters and get them and the people in their lives organised to vote while also providing direction for more active people to volunteer, to call voters and door knock.

“The success of the YES campaign is also dependent on our tens of thousands of volunteers, who tirelessly door knock and spread the Equality Campaign message; the advertising will go a long way to boost our volunteer pool and remind everyone that they are the key to the campaign’s success,” Gartrell concluded.

Agency credits: 

Simon Collins, Creative Consultant: writer, creative director and film director

Jen Clarke, 1 Kent Street: campaign project management

Hogarth Team: Production – Film, Photography, OOH, Print and Digital

MediaCom: Media Strategy, Planning and Buying

Client Credits

Helen Ross-Browne, Brand and Advertising Director, AME

Kirk Marcolina, Brand and Advertising Directors , AME

Leah Newman, Creative Producer, AME