Now a small number of large Australian Companies have thrown their collective weight behind an Advertising campaign.
There are a series of the youtubes produced as part of the 5 Million Dollar Advertising campaign.
The campaiign incudes inviting customers to order one of 250,000 specially-commissioned rings bearing the phrase "until we all belong" - which will also appear on Qantas boarding passes and other paraphernalia.
The ring is incomplete, representing the "gap" in equality between same-sex couples and their heterosexual peers. In a series of video advertisements, straight allies are encouraged to wear the rings "until we all belong".
"They're showing us that their commitment to the issue is deepening. They know this is good for their employees, it is good for their customers and it is good for Australia."
Story
Are we really to believe that Multinational Corporate Entities have the core issue at heart?
Or, more likely, they see this a movement which differentiates themselves from others and shows they have a compassionate heart to Social Issues. The Advertising Companies have a term for it ... 'point of difference marketing'*
FFS ... Banks with a heart ...
A final quote from the story above which is a little closer to the truth ...
"The 5000 staff at Qantas who lost their jobs a few years ago and the 200 staff who lost their jobs at ANZ Bank last year would be very disappointed to learn those companies couldn't afford to keep them but have the money for these types of campaigns.
Senator Abetz said Australians should have no doubt campaigns on same-sex marriage were funded by higher prices and job losses.
"I think Australians are getting fed up with some big business CEOs constantly trying to wave their PC credentials rather than getting on and delivering the services consumers expect at a reasonable price," he said.
*
Point of difference.
Point of difference refers to the factors of goods or services that establish differentiation. Differentiation is the way in which the goods or services of a company differ from its competitors. Indicators of the
point of difference's success would be increased customer benefit and brand loyalty.
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