Virtual Equality
<QueerAz>

Virtual reality was used as a social protest for the first time.

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In 2017, Australia was the only Western country that hadn’t legalised same-sex marriage. When the Australian government announced a marriage equality postal vote, a fierce and often ugly campaign against LGBTIQ+ people unfolded – with a concurrent 40% spike in calls to mental health services.

QueerAz wanted to remind Australians that they were voting for a basic human right – the freedom to love. But because it wasn’t legal, the public had no way to experience the love and normality of a same-sex marriage before they cast their votes. Through a virtual reality activation we gave Australians the chance to experience the impossible – to attend a real same-sex marriage (in New Zealand) on their home soil.

Virtual reality was used as a social protest for the first time, delivering a powerful message that became a rallying cry for both politicians and the YES campaign: “Australia. It’s time to make marriage equality a reality.”

$4M Earned Media
Awards Cannes

In 2017, same-sex marriage was not legal in Australia. Launching during Australia’s controversial marriage equality vote, the Virtual Equality VR activation and 360 film, gave Australians the chance to do the impossible, by experiencing a same-sex wedding on home soil, in spite of the law. For the first time, virtual reality was used as a social protest. By letting people experience the real-life outcome of the marriage equality survey before it happened, our message broke through the divisive claims and fearmongering from the NO camp and inspired the nation to become passionate supporters of the YES campaign.

The case study.

Pre-referendum Social Film

Project Links
The Next Web
VR film and Campaign Site

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