In July 2009, the Federal Government amended 85 pieces of legislation that discriminated against same-sex couples. Which is great news, if people actually knew about them, hence the campaign.
The campaign has been created by M&C Saatchi, and there are various print and poster ads, and central to the creative are 85 tee-shirts inspired by various human stories behind each of the reforms.
Engagement with the ads and as such the new changes, is driven by the multifaceted individuals and their different stories used across different elements of the campaign. What M&C Saatchi have managed to do is create a nice salient execution and at the same time ensure a level of involvement that means the key message will be easily understood.
I don’t expect everyone to see this campaign to walk away knowing exactly what all those 85 changes were or all the detail behind them, but most will walk away with the awareness that these changes have taken place and hopefully a desire to know more.
On that note the campaign also features a comprehensive website where you can actually educate yourself about all the changes:
Oh and one finale note, all the individuals you see in the ads appeared so entirely voluntarily and pro-bono, good on them for adding their voices to such a great cause.