Respect for Marriage

The Problem

In 2013, the U.S. Supreme Court was set to hear arguments and rule on two landmark cases related to same-sex marriage: Hollingsworth v. Perry and U.S. v. Windsor. As part of the six-person team at SKDK, Jamie worked with the Respect for Marriage Coalition, a partnership of more than 80 civil rights, faith, health, labor, business, legal, LGBT, student, and women’s organizations working together to end DOMA and increase nationwide support for the freedom to marry. 

The Strategy

The team developed a strategic plan that included informing the debate through D.C. elites and creating a positive climate of media coverage around marriage equality. Then, between arguments and decision day, the firm showcased loving, committed couples and their families who hoped that the Court would “do the right thing” in earned and paid media placements.

The team launched a full-scale campaign effort, complete with a war room, that pitched interviews and stories, planned events, and developed messaging and strategy for every element of the oral argument and decision day plans. The campaign included earned media events, op-eds, story placements, social media, and paid ads.

The Result

Polling from prior to the campaign to just before the rulings demonstrated a 20% movement in favor of marriage equality. Over the course of the campaign, the team placed 30 op-eds from families and influential allies, including Republicans, faith leaders, celebrities, professional athletes, and military officials; secured over 120 print, television, and radio stories highlighting the bipartisan support for marriage equality, including the New York Times, The Wall Street Journal, USA Today, Washington Post, ABC, NBC, CBS and Fox News among many others.

Prominent figures also took to social media to show their support for marriage equality including Kristen Bell, Suze Orman, Al Sharpton, and many more. In particular, the Twittersphere saw an outpouring of support in favor of marriage equality.