Out4Marriage is a 'multi-platform' political campaign that was started on 8 May 2012 in response to the British Government's consultation concerning the legalisation of same-sex marriage in England and Wales. It centres on YouTube—and other social media—videos in which those filmed give their views on why they support marriage for same-sex individuals, with each video finishing with the tagline "And that's why I'm out for marriage. Are you?". Creators of the videos have included members of the public, Members of Parliament, peers and celebrities. Its goal is to raise awareness about the issue of equal marriage and to provide a voice for the people who support it. Out4Marriage is modelled on the It Gets Better YouTube project, launched by US LGBT activist Dan Savage, where politicians, celebrities and members of the public gave hope to teenagers coming to terms with their sexuality. Campaign background and history The British Government's consultation on equal marriage was started on 15 March 2012, prompting the launch of a Christian campaign group called the Coalition for Marriage (C4M). The website for C4M states that they are "an umbrella group of individuals and organisations in the UK that support traditional marriage and oppose any plans to redefine it.". As part of the British Government's consultations on the introduction of same-sex marriage in the UK, Out4Marriage's Directors of Campaigns James-J Walsh assisted by Joseph Musgrove, a volunteer who went on to work for the Conservative equal marriage campaign wrote the official submission document calling for legislation to allow same-sex religious marriage, enhanced spousal pension rights, and courtesy titles for peers. The Out4Marriage website states that the campaign was conceived by Buonaiuto and Pink News founder, Benjamin Cohen, however since the initial video Buonaiuto moved away to other projects. The website also posits that a “global team of volunteers are helping to recruit new video makers, moderate submissions and engage with politicians”. In the first week, the Out4Marriage campaign received considerable press coverage. Home coming Prior to the Out4Marriage campaign launching, a short-film was created called Homecoming, depicting the proposal of a gay soldier to his partner, upon returning home from war. The film received 700,000 YouTube views in its first week online. In a BBC World News interview on 11 May 2012, Buonaiuto explained that Homecoming was what had inspired Out4Marriage. He went on to say that those working on the campaign were all volunteers and that