In a huge step forward for human rights, 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.

Our objective was to drive our target market online to learn about their new rights.

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 and designers, plus 85 Ambassadors.All on a $53K budget. Enough for a website.

In just 4 weeks WEAR IT WITH PRIDE has exceeded all objectives, and redefined what’s possible for a Government-funded campaign:-Campaign seen 37.5 million times in Australia and overseas-Initial PR value $2.7 million -ROI 6,126%, $3.247 million-31,000 unique site visits, average of 1 every 3 minutes-One T-shirt sold online every hour-Thousands of human billboards now generating millions of law reform conversations across Australia -Number 9 single on iTunes, 3rd favourite daily YouTube video -31,000 unique site visits, average of 1 every 3 minutes -4.20 mins on site, 5.89 page views, 620% more than average education website

With a tiny budget, we harnessed the power of artists, celebrities and activists to reach our objectives. First, leading artists translated the law reforms into 85 T-shirts. Then, famous Australians joined to champion a reform and T-shirt, and share their story. Typographers used the T-shirt design and the celebrity's story to inspire their treatment. Before we launched we had over 150 influential Australians involved in the campaign, promoting the creative through their social networks. Every intriguing poster drove people online to read the celebrity’s story, learn about the reforms, buy the T-shirts and champion the campaign across Australia.