Virtual Equality
<QueerAz>
Virtual reality was used as a social protest for the first time.
In 2017, Australia was the only Western country that hadn’t legalised same-sex marriage. When the Australian government announced a marriage equality postal vote, a fierce and often ugly campaign against LGBTIQ+ people unfolded – with a concurrent 40% spike in calls to mental health services.
QueerAz wanted to remind Australians that they were voting for a basic human right – the freedom to love. But because it wasn’t legal, the public had no way to experience the love and normality of a same-sex marriage before they cast their votes. Through a virtual reality activation we gave Australians the chance to experience the impossible – to attend a real same-sex marriage (in New Zealand) on their home soil.
Virtual reality was used as a social protest for the first time, delivering a powerful message that became a rallying cry for both politicians and the YES campaign: “Australia. It’s time to make marriage equality a reality.”
$4M Earned Media
Awards Cannes Silver Lion