New campaign promotes marriage equality in 4 states on election day

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A new social media campaign – The Four – is working for equality in four states where voters face marriage-related questions on Nov. 6.

The campaign is active on the Web, Facebook, Twitter, Tumblr, YouTube, Google Plus and more.

“It’s Facebook and Twitter meets Rock the Vote for marriage equality,” stated Brian Ellner, one of the initiative’s founders and long-time gay rights advocate who helped spearhead the successful New York effort for marriage last year. “We want to energize young pro-equality voters in the Google age.”

The effort, a collaboration between leaders in social media and LGBT rights, is focused on creating and distributing sharable social media content to motivate voters, especially in Maine, Maryland, Minnesota and Washington state.

Supporters are contributing videos, graphics and photographs.

“The idea behind The Four is to promote marriage equality in the most creative and exciting ways and to remind supporters through social media sharing – especially young people – to get out and vote,” said Jeremy Heimans, a co-founder of the campaign and a CEO of Purpose.

Ryan Davis, another co-founder, said, “The concept is to allow easy sharing and to syndicate this material over popular social networks, including Facebook, Twitter, Google Plus, Instagram, Tumbler, and Pinterest. We will also use smart paid media to promote our most popular posts, create a network of influencers to amplify the content and produce new content from some of the hottest Internet stars.”

Davis is executive director of Social Innovation at Blue State Digital, a leading digital media firm that managed Barack Obama’s 2008 online campaign.

The campaign is encouraging artists, videographers, writers and anybody with ideas to create short videos to be uploaded on YouTube, short stories or graphic art to be used on the sites.

On Nov. 6, Maine will vote on whether to legalize same-sex marriage, Maryland and Washington voters will decide whether to confirm or reject marriage equality laws enacted by their legislatures. And Minnesota will vote on a proposed state constitutional amendment to ban marriage equality.

Polls show the equality campaigns ahead in each state, but in other states on gay marriage, being ahead in the polls did not lead to election day wins.

On the Web:

Sandra Bernhard and John Waters for marriage equality: