Marriage Equality Superheroes
Orchestrated the event reaching 1.5 million people just three days after the Supreme Court decision to overturn California’s Proposition 8.
The Challenge
The San Francisco City Attorney's Office was at the forefront of the legal battle for marriage equality in California. With the U.S. Supreme Court's historic decisions on the Defense of Marriage Act and California's Proposition 8 cases hanging in the balance, develop a theme for the San Francisco LGBT Pride parade contingent that is flexible to change upon the news of the decision.
The Solution
Design an experience that takes inspiration from Roy Lichtenstein paintings and superheroes: Batman visual sound effect signs, comic book-style newspaper signs with marriage equality theme headlines, use Superman imagery to reveal a message about the successful litigation of marriage equality, and parade contingent shirts with the equality symbol as the superhero emblem.
Create a solution that could change on short notice depending on the court’s decision.
Option 1: If the U.S. Supreme Court decided to strike down Prop 8, then the contingent would be the Marriage Equality Superheroes. The contingent shirts would use the equality symbol, as the superhero emblem. The contingent signs would focus on the defeat of Prop 8, such as Prop 8…Kapow!, Prop 8…Wham!, Prop 8…Zonk!.
Option 2: If the U.S. Supreme Court decided to uphold Prop 8, then the contingent would be the Masked Crusaders for Justice. Superhero shirts would use the office’s UP2CODE app logo as the superhero emblem. The contingent signs would focus on the office’s accomplishments, such as Payday Lenders…Kapow!, Patient Dumping…Wham!, Wage Theft…Zonk!.
The Result
Three days before the parade, the U.S. Supreme Court rejected the gay marriage challenge and struck down Prop 8. The superhero theme was flexible enough to change on short notice. With 1.5 million people attending the parade, the largest in San Francisco Pride history, the office received high national visibility for their accomplishment in this historic case. Over 300 people joined the contingent and the Lichtenstein-styled Prop. 8…Kapow! signs were mentioned and featured in news coverage nationwide.
