Breaking Down the Viral HRC Marriage Equality Campaign

Unless you gave up Facebook for Lent, I’m sure that last week you saw a number of your Facebook friends’ profile photos (and possibly your own) change to a pink square with an equal sign in support of marriage equality.

The grassroots movement, initiated by the Human Rights Campaign on March 25, spread virally throughout the week, filling users’ news feeds with a sea of red and pink (and other various one-offs). The campaign was timed to coincide with the oral arguments in the Supreme Court over Proposition 8, California’s gay-marriage ban, and DOMA, the Defense of Marriage Act, a law that denies federal benefits to same-sex couples.

We’re big fans of viral content here at PostAd, because more often than not it stems from having created content so funny, entertaining or useful that it had to be shared. Facebook did us a favor by investigating the campaign’s data trends, helping us all dive deeper into the HRC’s success.

So why exactly did the photo meme spread so quickly? Will this have an effect, or is it more social activism (or slacktivism)? What role did brands play, and was their participation genuine? More after the jump.


Extreme Storytelling: Be the Boss of Your Own Movie Stars

Production company Tool of North America has created stunning ads and interactive media for brands like MTV and Bud Light, but we've never seen anything from them like this before. Realizing the iPad's potential to transform the face of linear storytelling for the screen, Tool teamed up with Domani Studios to create  Touching Stories—a video series that puts viewers in control of their own film adventures. With so much power in your very fingertips, being a couch potato could soon become demanding — if exhilerating — work.