How Gay Marriage Prevailed at the Polls

BuzzFeed: “The surprise sweep for marriage equality efforts at the polls in 2012 came after a dramatic shift in the television ads their backers ran — a change that came about after a year-long research effort to crack the code of previously successful ads run by marriage equality opponents that focused on ‘gay marriage’ being taught in schools.”

“Among the key changes: A shift away from talk of ‘rights’ to a focus on committed relationships; a decision to address ‘values’ directly as being learned at home; and an attempt to give voters ‘permission’ to change their minds.”