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"We're
hoping it promotes open, positive dialogue about why legalized
same- sex marriage is the right thing to do," said Andy Macaulay,
the chief executive of Zig. "People don't want to be preached
to on a subject, they want to have an opinion shared with them
that they can choose to adopt or not. And we're respectful of
their indecision."
National
Post, Nov.20, 2003
One
of our three television public service announcements, Parents, has been
selected for presentation at the Austin Gay & Lesbian International Film Festival.
The 30-second gem will be shown in a special program that will focus on same-sex
marriage. The spot is part of a multi-media campaign that began airing on Canadian
radio and television (and American radio) this year, thanks to advertising industry
support.
Toronto
agency Zig released an addition
to the equal marriage print campaign today: "Let two gay men marry? Next
thing you know blacks will be drinking from the same fountains as whites."
The
copy of the public service announcement explores the issue of discrimination against
minorities and the challenge of change. It is part of a multi-media campaign,
mixing the serious with the humourous, to convey messages designed to provoke
thought and discussion.
"50%
of all marriages end in divorce. Are gay people sure about this whole getting
married thing?" A print campaign, designed by Toronto agency Zig,
begins today with the exploration of some of the factors involved in this universal
debate. The challenges of married life, the need for change, religious opposition,
and a forward look ahead are all discussed in the single-page public service announcement.
The
print campaign compliments messages heard in television and radio spots that were
released earlier this week.
"What's
Wrong With Gay Marriage?" Theme of New Equality
Campaign
Toronto:
"What's wrong with gay marriage?" A series of three, 30-second television and
radio spots created by award-winning Toronto agency, Zig and produced by Industry
Films, will begin answering that question today on stations across Canada.
"A
new series of public service announcements hopes to show the real problems with
gay marriage -- the same day-to day-hardships that affect traditional couples." National
Post, Nov. 20, 2003
The
spots will raise awareness for the equal marriage issue and support the work of
PFLAG Canada (www.pflag.ca) and Equal Marriage for Same-Sex Couples (equalmarriage.ca).
Zig
and Industry Films launch campaign supporting Equal Marriage For Same-Sex Couples
Toronto
agency Zig, Marketing Magazine Agency of the Year in 2002, has created
a series of public service announcements
intended to support the lobbying efforts of equalmarriage.ca and PFLAG Canada.
The spots were produced by Industry Films, winner of a 2002 Gold Lion at the Cannes
Lion Festival and one of the top 10 production companies in the world (Palm d'Or,
Cannes).
Both
Zig and Industry have a history of supporting social causes. The same-sex marriage
spots are intended to illustrate
the fact that couples, gay or straight, face the same issues in relationships,
both good and bad. The net effect is to underline the point that sexual orientation
does not separate us as human beings and should not be a factor in whether or
not one chooses to marry.
Producing
public service announcements How the TV and
Radio campaign developed
The
email's subject line was typical, reflecting the diversity of those who have contributed
to the cause of equal marriage for same-sex couples: "A heterosexual's support
..."
Since
launching our web site in 2001 we have found support for equal marriage in many
parts of society but this email was different. It came with an offer from an advertising
agency called Zig: "... we'd really like to help you guys affect some change."
Read
the "treatments" or scenarios written for the three television public
service announcements. Created by Hayes Steinberg (writer, co-director) and Craig
Brownrigg (art director, co-director), both with Zig.
The
treatments are not a literal transcript or representation of how the finished
spots appear on television. Creative and artistic decisions in the production
process have resulted in minor variances from some of the treatments.
