In it to win it. Once we found out 67% of straight people with gay friends would be highly likely to Vote NO if their gay friends told them it was important to them, we were off and running. Focused on the fact that a simple mention could turn the tide, we came up with The KNOW social strategy. The concept: To know me, is to vote no for me.
The ultimate conversation starter. After a brainstorming session with other local Minnesota United partners, including Zeus Jones, Spyglass quickly launched the KNOW social media campaign inspiring a game-changing conversation across our state. The simple, smart website pushed interaction to a whole new level by combining the power of Facebook communities with face time events like house parties. We also tracked our progress so everyone could share in the success.
Love is the law. Minnesota not only became the first state to defeat such an amendment where 30 other states had failed, the state went on to become the 12th state to legalize same-sex marriage.