OREGON is poised to be the first state to win marriage by a vote of the people. But to have a reasonable expectation of winning at the ballot, Basic Rights Oregon (BRO), needs to get 100,000 more Oregonians to support the freedom to marry by this summer.
Beginning on March 28, BRO launched a 3 week ad campaign airing on local stations throughout Oregon. Two ads, featuring two straight couples are designed with these goals in mind:
-Let friends and neighbors know that, gay or straight, Oregonians want to marry for similar reasons – to make a lifetime commitment to the person they love.
-Reach out to people who are still uncomfortable with marriage equality and remind them that this is about treating others as we would all want to be treated.
-Finally – and this may be the toughest one – we need to focus our message to appeal to the people who still have serious concerns.
This last point is critical: ads and literature aren’t de- signed to motivate those already in support of the freedom to marry. Not just preaching to the choir, but are designed to move the people in the middle.
Executive Director Jeanna Frazinn in an interview with fdjld says this:
“We’ve set out to build a campaign to get folks talking, get out of the head and into the heart. Get people connecting on the values that we all share. Whether you’re a same-sex couple, opposite-sex couple, straight or gay, Oregonians can agree that we believe in fundamental fairness, treating others as we want to be treated, and having a shared understanding of what marriage is. It’s about love and commitment and taking care of one another in good times and bad. This ad campaign is about bringing that conversation to a much broader audience.
It’s terrific to be at a point now where we’ve laid such a solid foundation and been able to build so much enthusiasm for the effort that we were able to raise the resources to run a statewide ad campaign like this. It expands the scope of this conversation in ways that outside of t.v. adver- tising you really can’t reach such a large number of people.
It’s really exciting to think about the kind of change that that makes both in terms of building support on the issue of marriage equality but I think fundamentally in shifting how people view their gay and lesbian neighbors. These are real families, real people who live, work, play and love right alongside folks all across Oregon, and they’re sharing their stories of why marriage matters to them.”