In a huge step forward for human rights, the Australian Federal Government recently reformed 85 laws to give equality to same-sex couples. But law is dull and difficult to understand. So using Government funding, our brief was to explain the 85 reforms to same-sex couples and share the celebration across Australia.

We turned each of the law reforms into something everyone could wear with pride: A T-shirt. WEAR IT WITH PRIDE began with leading artists translating the law reforms into 85 T-shirts. We inspired them with a colour, a law reform and stories from same-sex couples. Then famous Australians joined to PR a reform T-shirt. All activity drove people online to get informed, buy the T-shirts and become human billboards. Each T-shirt had a designer's rationale to empower the wearer to talk law, e.g:Q: What's your T-shirt about?A: It's celebrating new equal immigration rights for same-sex couples. There's 85 law reforms - find out which ones fit you?

In just 4 weeks WEAR IT WITH PRIDE has exceeded all objectives and redefined what’s possible for a Government-funded campaign:-Campaign seen 37.5 million times in Australia and overseas-Initial PR value $2.7 million -Number 9 single on iTunes, 3rd favourite daily YouTube video -ROI 6,126%, $3.247 million-31,000 unique site visits, average of 1 every 3 minutes-One T-shirt sold online every hour-4.20 mins on site, 5.89 page views, 620% more than average education website -Thousands of human billboards now generating millions of law reform conversations across Australia