Canadians for Equal Marriage

Canadians for Equal Marriage (CEM) was a political action group set up to bring about social change. A brand identity was created to appeal across large sections of society with a progressive messaging and a patriotic unified undertone. A website was created to fundraise and hold political appointees to account, and the brand was rolled out in a national advertising campaign. The group proved very successful at motivating the community and leveraging political influence while packaging a simple mainstream message. Canada became one of the first countries in the world to protect equal marriage under the law. The campaign has been mirrored to great effect around the world and ended up having effected positive reach far further than within Canada.