With a small budget, we needed an affordable media channel to reach our objectives. Human billboards. WEAR IT WITH PRIDE began with leading artists translating the law reforms into 85 T-shirts. Their brief included a colour, a reform number and stories from same-sex couples to inspire their designs. We shot a video clip with our T-shirts. Our media launch with 250 T-shirts and celebrities at the Sydney Opera House, went around the world. All activity drove people to our website to learn about the reforms, buy the T-shirts and become human billboards. Each T-shirt empowered the wearer with the designer's rationale, to start reform conversations across the country and organically multiply our reach e.g.:Q: Nice T-shirt, what's it about?A: It's two women in love arriving in Australia, celebrating the new equal visa rights for same-sex couples. There's 85 new reforms, you should find out which ones fit you.

- Campaign seen 37.5 million times in Australia and overseas - ROI 6126%, $3.247 million - Initial PR value $2.7 million - Number 9 single on iTunes, 3rd favourite daily YouTube video - 31,000 unique site visits, average of 1 every 3 minutes - One T-shirt sold online every hour - 4.20 mins on site, 5.89 page views, 620% more than average education website - Thousands of human billboards now generating millions of law reform conversations across Australia