Tiffany Blue Activism

Outdoor and Online Billboards Provoke Debate

The Pennsylvania for Marriage campaign engaged Churchill Strategies to develop the brand identity for a grassroots effort to pass a state marriage amendment, stressing the need for a respectful, gracious tone in the debate over the Commonwealth’s definition of marriage. The group wanted help making their case absent the charged, emotional rhetoric.

The collaboration resulted in the development of www.YourAnswerMatters.com, an issue advocacy website with a bright, breezy, commercial feel and plenty of interactivity for visitors. The website’s bi-lingual themes appear on billboards in targeted cities and along the PA Turnpike. The question “Should Pennsylvania Kiss Marriage Goodbye” and other provoking inquiries urge drivers to provide their own answer online.

And answer they are, with a lively, respectful, cyberspace conversation. Here are a pair of opposing examples published on the site:

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