Last month, North Carolinians voted 61-39 percent to amend their state constitution to ban same-sex marriages and civil unions. That’s led to debate over whether the campaign against the amendment used effective messages in TV ads and other media. As the Washington Blade reports, some have expressed concerns that:
messages in TV ads [stressed] the harms the amendment would have on straight unmarried couples. … Campaign officials said they believe the ad was effective in showing how the amendment would have serious consequences for unmarried couples, gay or straight, and it likely persuaded some voters to oppose the amendment. …
Leaders of the Coalition to Protect All North Carolina Families said they chose [a] message focused on how Amendment One goes far beyond banning same-sex marriage and, among other things, would ban civil unions for gay and straight couples. It could also lead to a wide range of harmful effects on all unmarried couples, gay and straight, and their children, the group stressed in its “messaging” campaign.
Monday-morning quarterbacking tends to be easy, but given the degree of the campaign’s failure it’s a necessary exercise. And it seems kind of obvious that focusing on the harm that banning civil unions would have on heterosexuals who choose not to marry is the sort of message that resonates well within the progressive echo chamber, but which in conservative, highly religious North Carolina was likely to play into the hands of those arguing that gays are attacking marriage and must be stopped.
More. Reader “pauly” makes a point in his comment that I should have noted. He writes:
The campaign was both too “politically correct” and, at the same time, too “de-gayed” — the worst of both worlds, in my opinion.
Too politically correct because a segment of the left has long advocated that civil unions and domestic partner benefits be granted not only to same-sex couples as a stop-gap until we have marriage equality, but to all couples, gay or straight, because marriage should not be necessary to get spousal benefits from government or employers. Gay “conservatives” have tended to argue that civil unions and partner benefits should be restricted to same-sex couples, and should go away once we get the right to marry.
As for too “de-gayed,” that seems obvious and was reported on in the Blade article.
Years ago, I wrote about the problem of including heterosexuals who choose not to marry under domestic partnerships, here: “…linking benefits for gay partners who are not allowed to be married with benefits for heterosexuals who don’t want to make a commitment… plays directly into the hands of the religious right…”
But ideologues won’t learn from past mistakes; they just double down on failed strategies (another trillion dollars in “stimulus,” anyone?).