Top brands use print to reach political audience

Top brands use print to reach political audienceAn advertisement in 'The Australian' for marriage equality has resulted in similiar ads in other newspapers.

Dozens of Australia’s biggest corporate brands have used print to express support for same-sex marriage ahead of an expected vote in federal parliament.

Qantas, PricewaterhouseCoopers, Commonwealth Bank, Optus, Google, EY, Fitness First, Virgin, Westpac, Ben & Jerrys, David Jones, ANZ, Slater & Gordon and Fitness First are just some of the names featured in the full-page ad in The Australian commissioned by Australian Marriage Equality (AME).

The paper was selected as the “perfect medium” to reach business and political audiences.

Following a breakfast event hosted by AME and launched by Qantas chief executive Alan Joyce in May, The Australian ad signalled the beginning of a new phase in the campaign, according to the organisation’s deputy director, Ivan Hinton-Teoh.

He described it as “bold and confident”, with a tagline that urges, “Join the growing list of Corporate Australia supporting Marriage Equality”.

Australian Marriage Equality was keen to add to its list of corporate supporters, which was a key driver for the ad. The other target audience was MPs and Senators.

The Australian is a prime platform for us to inform them of where the campaign’s got to – at this point we still have a lot work to do in politics,” Mr Hinton-Teoh said.

“It’s very important for our Senators and MPs to be aware, so it was the perfect medium.”

The campaign also aimed to celebrate the increasing community support for marriage equality. While many politicians were yet to be convinced, Mr Hinton-Teoh said, the mood in the wider community, including corporations, was widely positive.

“The marriage equality push is heating up and we were planning to roll out the ad to celebrate the support in the corporate sector,” he said. “Everyone wants to be publically supportive.

“It shows a level of heart in corporate Australia which doesn’t get an airing all that much, and shows where we’re at with the campaign – the majority of Australians are behind this.”

The ad is set to run again in the Weekend Australian Magazine on June 13-14.

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