Changing a national debate around a divisive subject
G鈥� AY MATE
Office: Sydney
How do you sweeten a national debate around a divisive social issue?
鈥淕鈥檇ay mate鈥�. Australians are famous for that warm, welcoming expression. But when our government launched a national vote to determine whether same-sex marriage should be made legal鈥� well, the conversation turned sour. So we set out to change it.
G鈥� AY MATE is a reminder of what it means to be Australian; friendly, laidback, and to always give everyone a fair go. Because if everyone deserves a fair go, surely same-sex couples should be allowed to get married.
Through how-to-vote flyers, free G鈥� AY MATE t-shirts, social media conversation starters, a national poster campaign, and hitting the streets in pro-marriage equality marches, we played our small part in fighting for the greater good.
On the 15th of November 2017, Australia voted YES to same-sex marriage. We鈥檙e proud to announce that G鈥� AY MATE was awarded two pencils at this year鈥檚 D&AD Awards 鈥� the world鈥檚 premier design and creativity festival.
