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Video | The Truth About Marriage

$6,075 of $5,500 goal

Raised by 61 people in 11 months
WHAT IS THE TRUTH ABOUT MARRIAGE?
Love and weddings are beautiful but the underlying truth about marriage is the legal safety net it gives couples who have built a life together.

Please support the creation and social media campaign costs of an animated video to promote this message. Current estimates indicate that over 60% of the population are still to vote in the Australian Marriage Law Survey.  With polls closing on Tuesday 7 November, that leaves a small window of time to help Aussies understand this important truth about marriage. 

Working title: 'The Truth About Marriage'
Expected launch date: 4th October, 2017
Total fundraising amount required: $5,500

BUDGET
Animation artist/video production: $500
Multilayered Facebook ad campaign: $5,000

BACKGROUND
Working with animation artist Samuel Leighton-Dore, I am creating a 30-45 second video to reach people who feel LGBTQI+ couples already have equality thanks to de facto legislation. This video will highlight traumatic ‘next of kin’ issues for LGBTQI+ couples without the safety net of legal marriage. The specific outcome I hope to achieve is arming viewers with better information about the importance of their ‘yes’ vote in the marriage equality survey.

KEY MESSAGE
When the worst comes to pass, a marriage certificate is something everybody understands and cannot be challenged. This video will portray the devastation of LGBTQI+ partners denied the rights afforded to legally married couples in critical medical care and end-of-life situations. Through an animated storybook format, viewers will experience the reality so many LGBTQI+ couples regularly face; from what it’s like to be excluded from a partner’s hospital room, through to the despair of blood-relations being given the power to make decisions about their partner's medical care, funeral plans, inheritance matters and more.

AD CAMPAIGN
This short animated video will primarily be used for Facebook feed ad campaigns but may also be embedded in online news articles and promoted on Twitter. Funds raised will pay for multiple Facebook ad sets using defined audience parameters to reach people whose current lack of support for marriage equality could be changed through empathy and understanding.

CONTENT CREATORS
Nicole Baker-Bryson is a copywriter and digital strategist with a 20+ year history of working within LGBTQI+ media, community organisations and charitable groups.
Samuel Leighton-Dore is a writer, director and visual artist interested in relationships, sexuality and mental health -- particularly as experienced within the LGBTIQI+ community.

Samuel and I would like to acknowledge the incredible and tireless ‘YES’ work being done by the campaign's lead lobby groups and devoted volunteers. While this project is not affiliated in any way with an organised or endorsed group, as independent artists we hope to make a small but important contribution to equal rights for LGBTQI+ Australians.
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Latest Update on The Truth About Marriage
While ‘no’ voters comprised the target audience from 29/Sept to 15/Oct, for the final weeks my focus has shifted to reach the 18-35 year old audience likely to support marriage equality. This is in response to consistent polls showing it's the age demographic least likely to have returned their survey forms. I have two major targeted campaigns budgeted to run for this group until 7/Nov when polls close, and a few hundred dollars left in the coffers that can be put toward responsive engagement posts. You can check out the ‘stats & spend’ below to see just how well this micro-campaign is tracking :-)
I don’t mind admitting that I’m tired as hell. I’m a realistic person and I went in knowing that deliberately targeting ‘no’ voters would dredge up an enormous volume of vile hatred. Nevertheless, seeing that loathing in print day after day and making moderating decisions on it has been a really hard slog. But the campaign has done exactly what I intended it to do; all those hateful creatures are helping our message reach an extraordinary number of people who have clearly taken the information on board and then pushed it further. I’ve seen the very worst and the very best of humanity over the past month, and it’s that ‘very best’ who give me hope for the future.

What’s the stats story so far?
(Visible and dark ad campaigns)
1,307,543 people reached
569,749 total video views
182,547 post engagements

What’s the campaign spend so far?
Facebook targeting: $4,746.00
Video production $500.00
Total: $5,246.00

How much did we raise for this campaign?
Gross: $6,025.00
Net (minus GoFundMe fees): $5,570.09

And as ever, don't forget to share the campaign's Facebook page to help our message spread: https://www.facebook.com/The-Truth-About-Marriage-135227800455073/

N xxx
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Another happy little update on our rocketing campaign for The Truth About Marriage.

Total video views (including the main visible post and numerous dark ad campaigns) are close to 500K and climbing. Reach is now over one million. Post engagements are over 100K. Nearly 8K shares and haters aren’t sharing it. The shares all come with messages like “this is what I’ve been talking about” or “I never even thought about this”. So it’s having a huge impact.

I've vastly expanded the ad sets and campaign budgets over the last few days and I'm seeing a really great return on investment across the board!

On Friday I was invited to do a fun radio interview with The Andrew & Troy Show, which aired last night on JOY 94.9. You can listen to it here: https://www.facebook.com/theatshow/videos/1667820376622423/

And as ever, don't forget to share the campaign's Facebook page to help our message spread: https://www.facebook.com/The-Truth-About-Marriage-135227800455073/
The Andrew and Troy Show on JOY 94.9
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I’m delighted to be able to provide you all with a brilliant update on 'The Truth About Marriage'.

Video views, shares, comments, engagement and reach stats are booming. So far I’ve invested $1,726 of our funds into campaigns that will take us through to Fri 6 October. As results for each campaign comes in, I continually tweak their parameters and use them to build the next ad sets. Via this method, I can stretch our $5,000 to run our video right up until the survey polls close on Tues 7 November.

Visible campaigns on ‘The Truth About Marriage’ Facebook page have netted 179,007 video views and a post reach of 504,390.

I have 7 ‘dark ad’ campaigns running right now, with over 50,000 views and more than 40,000 reach for each one. Broadly speaking those ad sets are showing to Australian Mums, Queensland Conservatives, Regional Australian Conservatives, Australian Newspaper/News Website Fans, Political Conservatives, Moderate to Conservative Christians & LGBTQI+ Content Engagers. Within each of these categories, I’ve included strategic profile markers designed to reach the people who might be planning to vote ‘no’ based on misinformation from the marriage equality opposition, or not planning to vote at all for a variety of reasons.

To add variety and expand reach, I’ve also curated a number of news posts and real-life experiences for content posts to the page which have a combined reach of over 100,000.

If you combine all of those views and all of that engagement, you see our message has reached almost one million Australians. That’s an amazing feat for our super cute little video and its shoestring budget. I actually began weeping when I calculated those figures and I’m weeping again typing them.

Thank you all for helping me to get here xoxo

The Truth About Marriage | Full Video
Produced by Nicole Baker-Bryson
Animated by Samuel Leighton-Dore
Music by Ariela Jacobs
Watch on Facebook:
https://www.facebook.com/135227800455073/videos/135399870437866/

The Truth About Marriage | Full Video
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Our fab little campaign just hit the target! You are all superheroes and I will never forget what you did to help make this happen. Please enjoy the full video... it's kind of going viral on Facebook already.

I've just started to roll out the data preferenced ad campaign. At the end I will provide everyone who donated with a breakdown of ad spend and engagement.

So much love xox
The Truth About Marriage | Full Video
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$6,075 of $5,500 goal

Raised by 61 people in 11 months
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