Using Facebook as its supporting platform, the Human Rights Campaign (HRC) has launched its own campaign to get users to support equal marriage. On Tuesday, March 26, 2013, as the Supreme Court prepared itself for the debate over California's Proposition 8, legislation voted to outlaw same-sex marriages in the state of California. And so the HRC campaign for equal marriage began. After posting the now widely recognizable image of 2 equal signs against a red background as its own profile picture, the organization pushed for others to do the same.
The human rights organization urged users to do so by stating, "Make sure you wear red to show your support for marriage equality. And make your Facebook profile red too!" As the support grew from its own 1 million supporters, users on Facebook began to see over 45,000 posts shared and over 13,000 likes on the HRC image.
The strategy to adopt in the image in fact stemmed from Star Trek actor George Takei's own Facebook page. As such, many well known companies have begun to incorporate their own versions of support. While Facebook users or other companies such as Budweiser, Absolut, Target, JCPenny, Kenneth Cole, and a few others have chosen to speak out on the rights of same-sex marriage, these companies are ultimately using this controversial issue as a way to further reinvent or promote their brands. While this stance could be a potential threat to these company's existence, taking such a stance is an opportunity to make an impact within their respective markets.
Question to the class: Have political organizations begun to impede upon the personal rights of others through its use of popular outlets such as retail organizations, alcohol companies, or social media outlets? When should such companies begin to separate themselves from their own personal believes and a more socially acceptable belief?
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