As a proactive piece for ourselves at the agency, during the time of the Australian Same-Sex Marriage debate, and subsequent plebiscite. We wanted to find a way to do something - beyond just changing our logo to have a rainbow flag. 

How do we change someone's mind? Well, we wouldn't change someone who wants to vote No, they've decided. But someone on the fence - all it take is framing the discussion into something else that polarises the nation. Do you even like Vegemite?

This image was posted on the agency social media page with no promotion - merely as a way to share and spark a conversation. It skyrocketed overnight, reaching 33 000 people organically, and became shared offline via WhatsApp and messenger, sparking the local newspaper The Canberra Times to cover it. 

It sparked conversations amongst liberals and conservatives, using the Vegemite recipe as a means to have a meaningful and respectful discussion. 

It's a piece that I'm very proud of and if it went so far as to change one mind, I think we succeeded. 

This piece is in no way affiliated or endorsed by the Yes Equality Campaign, or Vegemite.