How do you convince the courts – and a nation – that love is love and marriage a fundamental right?
Strategy and Campaign Management
RALLY founded a new nonprofit to challenge the constitutionality of California’s 2008 Proposition 8, which prohibited same-sex marriages. We coupled impact litigation with an aggressive communications and events campaign to shift the marriage debate from a question of legal rights to one emphasizing love and human rights.
Leveraging a bipartisan legal team consisting of Ted Olson and David Boies, and the case’s four loving and committed plaintiffs and their families, RALLY worked with the American Foundation for Equal Rights to rebrand, reframe, and retell the story of marriage equality as one reflecting American values, family values, and moral values.
This campaign contributed to a momentum shift that built the foundation for a change in public opinion. Between 2009 and 2013, public support for marriage equality grew from 40% to 54%, paving the way for the Supreme Court’s decision recognizing full federal marriage equality in 2015.