I wasn’t sure what to expect when I was invited by a friend to see Broadway Impact’s rally yesterday in Central Park, but I came away very impressed by the group’s ability to appeal to a broad audience and mobilize. Broadway Impact is a coalition of Broadway professionals and their friends that support marriage equality and seek “full equality for all people in all matters governed by civil law,” according to their Facebook invitation. They’re leading a march on Washington on Sunday, October 11.
The rally itself was spirited, informative and, all in all, as audience friendly as possible, given the on-and-off rain. With witty speeches, a substantive Q&A session and a closing performance of Hair’s “Let the Sun Shine In,” I can see how Time Out New York has characterized Impact’s previous efforts as “The nicest protest in town”.
So here’s a brief rundown of Broadway Impact’s strategies.
Revving up Social Media
One of the questioners noted during Q&A that the March on Washington is being organized over a relatively short period of time. Consequently, a major social media blitz will be necessary to ensure high interest in and attendance at the event.
Broadway Impact’s Facebook Group has, as of this afternoon, a growing list of 1,897 members. They have nearly as many Twitter followers and a channel on Youtube. “Gavin’s Blog”, by Impact cofounder Gavin Creel, features performance videos as well as clips of Broadway Impact in action. All this constitutes a formidable core network, and with their catchy videos and commentary, Broadway Impact’s momentum is sure to increase.
Encouraging Initiative
Broadway Impact’s marketing methods are impressive both in terms of interactivity and creativity:
· Fans are hosting Equality parties at their favorite bars and apartments to spread awareness for the cause.
· In addition to their own videos, Broadway Impact is encouraging fans to submit videos and testimonials that the organization will post online.
· Some of the organization’s leaders have added “Equality” as their middle name on their Facebook profiles.
· One supporter is even planning on driving his vegetable-oil-powered van to DC for the March—a potentially catchy news story in itself.
Doing what they do Best
Hair has taken the extraordinary measure of canceling its October 11th show to participate in the March on behalf of their colleagues performing that day. (The cast will do pieces from Hair since, as one speaker said jokingly—or not: We don’t want to learn something new.)
Teaming up with Leaders
Impact is teaming up with other civil rights organizations nationwide to join them on the March. Cleve Jones, a San Francisco community organizer alongside Harvey Milk in the 1970s, has joined to lead the effort. Former U.S. Solicitor General Ted Olson is spearheading related legal battles, and Civil Rights leader Julian Bond will be speaking at the March itself.
Broadening their Audience
Since the link between Broadway and both civil rights and gay rights is historically a strong one, the Broadway Impact team is going to have to work extra hard to incorporate supporters outside of the New York theater world. The organization’s leaders seem to recognize this. Gay, straight, north, south, east, west—to effectively march on Washington, Impact must mobilize many thousands of supporters.
They seem to be on the right track.
