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Top 6: June 14th 2017
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Airbnb: Until We All BelongTop 6: June 14th 2017
CASE STUDY - Australia is the last Western country in the world to ensure marriage equality by legalizing gay marriage. To the shame of many, politicians have decided to deny many this basic human right by turning it into a political bargaining chip, most recently cancelling plans for a national plebiscite on this issue that had been scheduled for the end of 2016.
Airbnb are a company that stand for something much greater than just travel. The mission statement at the heart of the brand is to help create a world where anyone can belong anywhere, to foster openness and inclusivity and to share these values on with the world. For their first ever major campaign in Australia, they wanted to bring these core beliefs to life not just by saying it, but by bringing it to life through real world action. Wear this ring and show your support for marriage equality We wanted to go beyond just a short term spike in conversation that a traditional PR campaign may achieve – we wanted to create a movement that would not rest until marriage equality becomes law. To do this, we needed a symbol, something that could be immediately recognisable, allow people to show their support and spark the volume of conversation and societal pressure that would be required to help create legislative change. Our idea was to take one of the oldest symbols of marriage – the wedding ring – and turn it into a symbol for marriage inequality, the Acceptance Ring.
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