Tag Archives: same-sex marriage

Viral Videos: It’s Time

As PR practitioners working for NGOs, we aim to reach large audiences efficiently and effectively.

The rise of Web 2.0 gave birth to Integrated Marketing Communications, opening new avenues for conversation between organisations and their publics. NGOs are adopting videos as a key strategy to communicate their story, allowing audiences to see inside the organisation, connecting faces with causes.

And if a campaign is correctly framed, planned and executed through ‘human’ terms, these videos have the potential to go viral.


This happened when GetUp! Australia released a two-minute film in the name of marriage equality, called It’s Time.

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GetUp! posted the clip on YouTube on November 24, 2011 and in a matter of five days, the film had over two million views.

This is why the concept works:

  • It’s simple
  • It’s engaging
  • It’s not too long
  • It’s intriguing and it’s resolution is unexpected, and
  • It tells a story of love and devotion – it’s incredibly human and relatable.

Viewers follow a young man’s experience of a budding relationship. The person holding the camera is evidently his lover but only at the end do we see his lover is another man.

There is no dialogue until the closing shot: “It’s time. End marriage discrimination.”

Then, a URL directing them to a petition.

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The campaign was so successful, GetUp! raised money to screen it on national TV. It continues to run on GetUp!’s own platforms, YouTube and Hulu, today.


A year later the film spread to the US in the lead up to the 2012 presidential election, as well as sparking Love is Love, a similar clip inspired by the original film.

GetUp!’s film is now well on it’s way to eight million views.

It created awareness, sparked commentary and reached audiences across the globe.

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So, Use a picture. It’s worth a thousand words.”

It’s in our roots.