United States Census 2010
Council on Foundations honored the campaign with it's top award in public policy communications.

Challenge

Help break the taboo against any mention of same-sex marriage in California’s ethnic minority and immigrant communities.

Connect

NAM – brainstorming with LGBT writers from ethnic communities – developed a public awareness campaign centered on families of same-sex couples whose stories audiences could identify with.

Convene

NAM organized candid discussions for 100 ethnic media partners and LGBT advocates to build support within the sector for the campaign. “I’ve been running the Advocate for 40 years to ensure every story gets told. These stories should be told,” said Les Kimber, publisher of
the Fresno Advocate.

Create

NAM launched an ad campaign featuring 12 portraits of same-sex couples and their families customized to Asian, Hispanic and African American communities. These appeared in 102 print and 51 online media outlets and on 37 radio stations.

Results

Earned media in 58 print publications and 39 radio outlets reached combined audience of over 2.8 million.