Using opposite sex to tip favor for same sex

Yesterday, the "Let California Ring" advocacy effort launched this spot (it's below, RSS readers go here) and this website. The hook? It uses heterosexuals--not homosexuals--to appeal to the hearts and minds of its target audience as it implores, "What if you couldn't marry the person you love?"

After all, the target audience for this spot isn't homosexual (they already have their support).

"What we wanted to do with the commercial is to put people in [a same-sex couple's] shoes metaphorically, to show what it felt like not to be able to marry the person you love," Mr. Kilbourn, policy director of the Equality California Institute, said.

Mr. Kilbourn said polls show between 42% and 46% of Californians already support allowing same-sex couples to marry. "The purpose of the campaign is to push us over the tipping point."

Using heterosexuals is smart since people need to personalize the problem and make it a "What if it were me?" scenario, instead of it being an "us" and "them" issue. Being they're focusing on a bride, I see this spot appealing far more to women. And I like the clever "Let California Ring" platform. I also like that they're featuring a ring for people to wear in support of the effort, it hits the point home well (and bracelets for causes have become overused).

To be sure, this spot is geared to those on the fence. Because no amount of clever advertising is going to successfully challenge long-held beliefs, not in the near-term anyhow. But since this is a close gap in California they don't need to engage 40% more of the voting population, they need 10%-15% more.

Comments

[Geoff Livingston]

I think this is brilliant. Well thought out, intelligent and savvy! If that doesn't getthe message home, nothing will.

GL

[Tangerine Toad]

I think the idea is brilliant, the execution decidedly less so.

It takes a long time to build-- a little too subtle -- you don't realize that something's amiss for a while, probably long enough to think "oh, no, another commercial for Zale's or David's Bridal" and tune out.