Overview
Sometimes ice cream speaks louder than words. And on the topic of marriage equality, where words of support from 72 percent of Australians hasn't made much of an impact on policy makers, making a statement with frozen dessert is worth a shot. That's what Ben & Jerry's are doing with their latest push in the campaign for Australian marriage equality. They've partnered with The Equality Campaign (formerly Australian Marriage Equality) to ban punters ordering two scoops of the same flavour in their Australian stores until marriage equality is achieved. That's right: no more double scoops of New York Super Fudge Chunk.
Using its scoops as a symbol, the ice cream giant is also offering an in-store postal service across their 26 stores nationwide, allowing patrons to write a message in support of marriage equality to their MP — these will then be hand-delivered by the Ben & Jerry's team. The in-store service will only be available from May 22 through June 9, but you can also have your message faxed to your local MP through The Equality Campaign website, which directs you to your specific MP by area code. This small, yet timely move is made in advance of the next parliamentary sitting on June 13 and is meant to keep marriage equality at the forefront of parliamentary debate and make it easier for Aussies to communicate their support of LGBTQI+ rights to the government.
The Ben & Jerry's brand has a history of commitment to social justice and has been particularly focused on marriage equality in recent years, notably with their 2013 launch of the I Dough, I Dough ice cream flavour and campaign. The flavour will be back in stores this month to further hit the message home — but only one scoop at a time.
The debate around marriage equality has continues to garner support from big brands, with Airbnb's 'incomplete' rings, Skyy Vodka's Cheers to Equality campaign and Qantas CEO Alan Joyce confirming the airline's support of the issue. And, on the opposite side of the equation, let's not forget the consumer boycott against Coopers after The Bible Society released a tone-deaf video trivialising marriage equality. Maybe losing the freedom to choose our own ice cream flavours will force some policy makers to spring into action.
The Ben & Jerry's same-flavour ban will be instated across their 26 Australian stores. You can drop off a letter to your local MP at your nearest store until June 9 or send it over via The Equality Campaign website.