How Aussie brands are tackling marriage equality

Daisy Doctor
By Daisy Doctor | 26 May 2017

Big Australian brands are taking even bigger steps in addressing the need for marriage equality in the country.

Recently, companies such as Ben & Jerry's, BWS and Airbnb have made public declarations of support by creating rings, changing internal procedures and undergoing brand makeovers to rally the cause.

While the government is yet to make a decision on the matter, brands are lobbying for change with or without the support of parliament.

Telstra, Qantas, Holden, CommBank, Westpac and ANZ are among 30 of the nation’s biggest brands that have come out in support of same-sex marriage.

Chief executives from the corporate giants all wrote to the Prime Minister and called on parliament to pass laws supporting gay marriage, putting pressure on Malcolm Turnbull to address the political stalemate on gay marriage after the Senate rejected the government's proposed plebiscite on the issue.

Here's a look at who else is doing what.

Ben & Jerry's freezes same-flavour combinations

Ben & Jerry's is taking a bold stance against marriage inequality, banning the sale of two same flavour scoops until same-sex marriage is legal in Australia. The move is in partnership with The Equality Campaign.

While the icecream company accepts the decision might feel a bit cold, the move aims to melt politician’s standing on the issue and encourage people show their support.

Airbnb calls for marriage equality with Clemenger Melbourne

Airbnb has teamed up with Clemenger BBDO Melbourne to ask Australians to show their support for marriage equality by wearing the symbol of marriage itself – a ring.

The campaign marked the first time Airbnb worked with Clemenger BBDO Melbourne. So far, more than 65,000 rings have been sold through Airbnb’s eBay site.

Marie Claire joins fight for Airbnb’s marriage equality campaign

Marie Claire has secured 15 prominent Australians to back Airbnb’s marriage equality campaign.

To show support, Marie Claire dedicated a spread in its June magazine to the cause, featuring celebrities including chef Kylie Kwong, designer Carla Zampatti and The Project host Waleed Aly wearing the ring.

“Airbnb has managed to deliver the most public corporate declaration for marriage equality in Australia’s history, and Marie Claire’s now brought the star power with celebrities agreeing to support the campaign. Their involvement will help amplify the message and that’s what it’s all about – getting mass support to help drive positive change,” said Marie Claire editor Nicky Briger.

Coopers pulled Bible Society cans and openly backed marriage equality

Coopers issued a video statement online from its managing director Tim Cooper and director of corporate affairs, Melanie Cooper after a Bible Society video which featured two Liberals MPs discussing marriage equality and drinking Coopers gained momentum online.

The beer brand came out strongly in support of marriage equality after consumers and pubs began boycotting the brand after a controversial Bible Society video.

In the statement, Cooper stated Coopers supports marriage equality and promised the company would join the Australian Marriage Equality.

Four Seasons Condoms builds support

Four Seasons Condoms launched a thought-provoking campaign which aimed to shed some light and building support.

The campaign featured a series of short clips which showed married people from all ages and backgrounds talk about their relationship and what the act of marriage signified for them. It then twisted the conversation by asking them an unexpected question: what if you couldn’t get married.

Four Seasons Condoms founder and MD Graham Porter said the video came as part of a groundswell of corporate and community sport and at a critical time in the moment for marriage equality in Australia. 

Footy codes united in an ad for marriage equality

The AFL, NRL and FFA joined forces in a campaign for marriage equality in Australia in mid 2015.

The ad for lobbying organisation Australian Marriage Equality ran in the Weekend Australian magazine and featured rugby league legend Paul Langmack.

Audible listens to love

Audible.com.au has partnered with The Equality Campaign to launch Listen To Love, an audio series investigating equal love and voiced by Aussie celebrities and everyday Australians. 

To celebrate the launch, Audible.com.au teamed up with comedians Joel Creasey and Rhys Nicholson and actress Rosie Lourde to create a gargantuan and spectacularly outlandish Marriage Equality Acceptance Debate video. It was created by Emotive.

Brands behind Mardi Gras

Some of Australia's biggest companies backed this year's event, with brands such as Facebook, Airbnb, Qantas, Medibank, ANZ, Kiis, Google and SBS sponsoring the celebration.

Liquor store BWS decked out its Oxford Street store with a rainbow banner across the shop front, while Qantas gave one of its planes a rainbow makeover.

ANZ revamped its annual 'GayTMs' and Medibank created its own float featuring an interactive 'Kiss Cam'.

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