The Australian Federal Government recently reformed 85 laws to give equality to same-sex couples. But law is dull and difficult to understand. So using Government funding, our brief was to explain the 85 reforms to same-sex couples and share the celebration across Australia.We had three challenges: 1. Explain 85 complex law reforms to inspire people to get online.

2. Speak to a diverse national target market of 24,000, aged 16–80. 3. Recruit 85 artists, plus 85 ambassadors.All on a $53K budget, enough for a website.So our strategy was to turn each of the 85 complex law reforms into something everyone could wear with pride: A T-shirt.

85 same-sex law reforms.85 T-shirts.WEAR IT WITH PRIDE.Given our tiny budget, the more unique PR angles we could create, the more PR we could achieve. First we inspired leading artists to translate the law reforms into 85 T-shirt designs. Then we asked famous Australians to champion a reform and a T-shirt. Lots of artists plus lots of celebrities gave us lots of PR angles. WEAR IT WITH PRIDE launched with the combined PR power of almost 80 media worthy talent, ready for interviews.

The PR campaign ran according to plan but grew exponentially as more ambassadors were brought on. From November 2009 we recruited designers and ambassadors and promoted their involvement. We also invited gay and consumer media to the set of the campaign video clip shoot, to capture community and celebrity involvement. On 28 January 2010, we released the campaign clip and single and promoted the fact that all profits went to the campaign. We then sent segmented releases to numerous consumer lifestyle publications matching ambassadors to outlets according to their profile or the law reform they represent. The official launch of the campaign 2 February 2010 at the Sydney Opera House with designers, ambassadors and community activists attending along with media, and a media release was issued detailing celebrities involved and the spectacular showcase of the campaign t-shirts.

In just 4 weeks WEAR IT WITH PRIDE has exceeded all objectives and redefined what’s possible for a Government-funded campaign:- Seen 37.5 million times in Australia and overseas.

- ROI 6,126%, $3.247 million- Initial PR value $2.7 million - Number 9 single on iTunes, 3rd favourite daily YouTube video-25,000 unique site visits, average of 1 every 3 minutes- One T-shirt sold online every hour - All 85 designers and Ambassadors recruited, with more applying- Over 1,200 human billboards already generating millions of reform conversations across Australia.