"Beyond I Do" launched to bring awareness to a disturbing truth: same-sex marriage is legal in America, but discrimination against LGBT people is still legal in 31 states. This means millions of LGBT people can be fired, evicted, or denied medical treatment because of who they are or who they love.

The core idea juxtaposes the legality of marriage with the legality of discrimination. In order to bring it to life, we shared real stories of LGBT discrimination from these 31 states to prove that full equality goes beyond saying, "I do." From TV to print, radio, out of home, social and audio stories, we urged people to get the facts at our website, which gave an in-depth look at the LGBT discrimination happening across the country-something no one was talking about or even knew about before.

To connect with our target, The Moveable Middle, we created TV spots that shared true stories of LBGT discrimination, told by the couples themselves. Campaign materials directed users to a fully interactive microsite experience to learn more about the 31 states lacking non-discriminatory protections and to hear personal accounts through audio stories. Parks and Recreation star, Nick Offerman, donated his talents to create radio spots which ask listeners to imagine themselves being fired, evicted or denied service simply because of who they are or who they love. Launching on April 17th, just in time for the Supreme Court ruling (Masterpiece Cakeshop V. Colorado Civil Rights Commission) this June, the campaign will run according to the Ad Council's donated media model throughout the year. While values have yet to be applied, the following have already committed to running the campaign (A&E, Comcast, Facebook, Fox, Google, Oath, Pinterest, Soundcloud, LiveNation and Google).

Within the first two weeks of launch, the campaign has generated over 2.4 Million video views and an estimated 4 million impressions. The BeyondIDo.org website reached nearly 200,000 visitors within the first month, with an average session duration of 1:34. The campaign was immediately picked up by numerous new outlets and endorsed by well-known advocates of LGBT rights and celebrities like Neil Patrick Harris, Ty Herndon and Cecile Richards. And even more importantly for reaching our Movable Middle target, the campaign was amplified through mainstream channels like Good Morning America and Fox and Friends. All without any purchased media support.