Role: Content Director, Led and managed: project content design strategy, campaign ideation, production and distribution.
Context: The ACLU wanted to engage with the equal marriage movement emerging in the US. Purpose created Tim Gunn’s “My Big Gay Illegal Wedding” campaign, a competition where four gay couples from states where it was illegal to marry would travel to states where it was legal to marry to have their dream wedding.
Client: American Civil Liberties Union
Projects: Movement Strategy and Brand / Rapid Response Campaign and Viral Videos / Campaign Identities, Digital Experiences and Social Graphics / Disruptive Print Campaigns
Results: The campaign resulted in 5000 entries from hopeful couples and over 350,000 votes from the public who signed on to become a part of the ACLU equal marriage movement.
Press: The New York Times | Wired