Pride Filter
Marriage For All Japan
TBWA\HAKUHODO
The Challenge
Same-sex marriage is not yet recognized in Japan. Although 74% of the Japanese public supports it, only 42% of members of parliament share that view—so discussions on legalization have made little progress in the Diet. To achieve legal recognition, it is essential to elect more lawmakers who support marriage equality.
Yet, Japanese election posters typically feature only a candidate’s face and name, offering little insight into their policies. To address this lack of substantive information, Marriage for All Japan introduced a new approach that transforms election posters into tools for understanding candidates’ values and positions.
The Solution
Pride Filter is a digital tool that helps voters identify candidates who support same-sex marriage by scanning election posters. When you point your smartphone at a poster, those of pro-equality candidates light up in rainbow colors. From there, you can explore their policies, positions, and past efforts related to marriage equality.
No app download is required—anyone can easily access and use the tool through a dedicated website.
Watch the Case Study
The Results
The tool was made available at over 258,000 election poster boards across Japan with ¥0 media spend and was widely used by voters. By “hacking” into election posters—something nearly every voter sees just before casting their ballot—the initiative effectively influenced voter behavior among the many Japanese citizens who support same-sex marriage. The campaign received widespread media coverage. After the election, the number of Members of Parliament supporting same-sex marriage increased by 120%, surpassing the majority in parliament. Soon after, a high court ruled that denying same-sex marriage is unconstitutional.
