Of the 17 states that have same-sex marriage, 3 of those made the marriage constitutional by popular vote. This thesis sought to provide evidence and tactics for an Integrated Marketing Communications campaign that would advocate for the passage of a hypothetical ballot measure amending Mississippi's current status on same-sex marriage. This thesis synthesizes the research of various research institutions and polling services focused on the state of same-sex individuals and their families in the US and Mississippi, the state of same-sex marriage in the US and Mississippi, and the nature of research regarding LGBTQ subjects.
2.6% of Mississippians identify as LGBT, and 26% of same-sex couples in the state are raising children. This thesis will attempt to provide evidence and tactics for an Integrated Marketing Communications campaign that will advocate for the passage of a hypothetical ballot measure amending Mississippi's current status on same-sex marriage. The following sections will compile research from various research institutions and polling services focused on the state of same-sex individuals and their families in the US and Mississippi, the state of same-sex marriage in the US and Mississippi, and the nature of research on LGBTQ subjects.
The resulting campaign will seek to leverage existing interpersonal relationships and establish new interpersonal relationships between people from the LGBTQ community and their heterosexual counterparts to influence a positive shift in public opinion about same-sex marriage in Mississippi. To understand and project the trajectory of the same-sex marriage train to the station that is Mississippi, it is important to first analyze the state of the LGBT. Gates of The Williams Institute, in February 2013, Mississippi is the state with the highest proportions of same-sex couples raising biological, adopted or stepchildren, 26%.
This is out of an estimated 19.2% of total same-sex households in the United States.
There’s a lot of work to still do regarding marriage equality
When asked to agree or disagree with the statement, "Allowing same-sex marriage would undermine the traditional American family" there was a 10% drop in those who agreed. When asked to agree or disagree with the statement, "Same-sex marriage would go against my religious beliefs," there was a 6% decrease in those who agreed. Although attitudes about the role of religion in same-sex marriage are changing, they are not changing as quickly as advocates would like.
An interesting connection between these surveys and others tracking changes in attitudes is the percentage of respondents who support same-sex marriage or believe that same-sex couples should have access to marriage or civil unions. Public Policy Polling reported 38% (10% for “marriage”; 28% for “civil unions” instead of “marriage”), and the Williams Institute reported 34%. According to the 2011 Public Policy Polling, there are nine states with lower support for same-sex marriage.
This shows that Mississippi is not the bastion of homophobia that the public thinks it is - it's still definitely not the best place for LGBTQ people to live - but it has great hidden potential.
Things To Consider
Finally, there have been three states that have used a ballot measure to establish same-sex marriage among their citizens, and their tactics provide interesting ideas for a similar campaign in Mississippi. A large part of the campaign, run by the group Mainers United, was structured around stories shared by Mainers about how their minds were changed by education about the LGBTQ community and/or knowing someone who is gay (www.youtube.com /user/MainersUnited) . In Maryland, their campaign attributes much of its success to its focus on getting religious leaders to highlight the religious exemption clause on the ballot, which said religious institutions would not be forced to perform marriages that did not follow their faith (www. .marylandersformarriageequality.org).
The campaign in Washington incorporated a game of sorts that would increase advocacy participation among younger voters. Although Washington also emphasized education and the religious clause, this game was somewhat unique to the Washington public. The game allowed citizens to follow the adventures of "Marriage Hero" completing quests on the road to marriage equality in the state (www.washingtonunitedformarriage.org).
The qualities that made each campaign successful were the highlighting of topics and issues that were specific and relevant to the people residing in each campaign's respective state.
Research Conclusion
Campaign and Creative Samples
Tag: Replacing Negative Messages About Same-Sex Marriage in Mississippi Secondary Language: Vote to Approve Initiative 42. Parent Organization: Mississippians for Marriage: a coalition of all or most LGBTQ organizations in Mississippi and the South. Secondary target: Citizens of voting age who would be likely to vote if this measure were added to the ballot.
Purpose: Through research, I have found that three major factors influence attitudinal change around LGBTQ issues and more specifically same-sex marriage laws, i. Hopefully by encouraging a shift in perception of the LGBTQ community and marriage by same sex from negative aspects to the positive advocates can accelerate the wave of attitude change in Mississippians. Direct mailing is an effective way to reach middle-aged to older audiences who are likely to have voted and plan to vote.
Simple and concise postcards get the message across without overwhelming the mind and vision. The main videos of this campaign will be a collection of different couples and individuals sharing their stories about how their opinion has changed about same-sex marriage. I can't exactly speak from each faith's point of view, but I can give a general overview of how the script will be written to convey the appropriate feeling.
The script and ideology behind these videos comes from a tactic used in all three states that passed same-sex marriage on the ballot: Washington, Maryland and Maine. Emphasizing the fact that the law will not force churches and religious leaders to perform marriages outside their faiths, the message is stripped of any rhetoric that would lead religious citizens to believe they would be forced to do things they don't want to do. to do them. and allow the same citizens to vote for equal rights for all. The Religious Leaders Video for Initiative 42 will consist of 6-8 different religious leaders each representing a different religious group.
Harkin for Proposition 42” – Spoken testimony from a Baptist pastor defending Proposition 42 by emphasizing the religious exemption clause. Workers and volunteers will seek out local groups willing to play a concert on behalf of the campaign and give a portion of the proceeds to the Positivity and Mississippians for Marriage campaign. These events would be centered around university towns and would reach a delineated secondary target market.
At each event, the band/performer will be asked to name and explain the cause (in their own words to gain a sense of authenticity). A form where individuals or groups can donate to the Mississippians for Marriage and Power of Positivity Campaign.
The Caldwells
No religious institution will be forced to marry someone if it is against his beliefs. In addition, we can truly proclaim "equality for all" when we share the right to marry with our gay and lesbian friends and family members. Join me this upcoming election to protect religious freedoms and our fellow gay and lesbian Mississippians.
To learn more about the power of positivity or to share your story, visit. fast). It was strange at first, but as we got to know each other better we realized that they aren't that different from us. Susan and Grace are just like us, so why couldn't they get married just like us?
I just wish more people would get to know more same-sex couples before talking about the issue. Anncr: Visit www.mississippiansformarriage.org to hear Julie and Mark's full story and more stories of positivity. Mark/July: Vote on November 3 to approve Initiative 42, bringing same-sex marriage to Mississippi.
