While the Italian Senate discusses the civil unions bill, some big brands have decided to step in to show their support to the acknowledgment of equal rights for everyone. Here are some examples of social media done well, and for a very good cause.

Mobilizations

As the much-awaited civil unions bill finally arrives before the Italian Senate, the debate on LGBT rights in the country has became more and more heated. In the days leading up to the opening of parliamentary discussion on the historic legislation — Italy is the only country in Western Europe that does not recognize civil unions or gay marriage — civil society has raised its voice to ask for equal rights for each and every family.

On January 23, hundreds of thousands of people, possibly even a million, took to the streets with the cry, "Wake up Italy, it is time to be civil!" Demonstrations took place in the squares of some 100 Italian towns and cities, in what has been termed "the biggest LGBT manifestation that ever took place in Italy."

Notwithstanding the huge wave of popular support for the rights of same-sex couples, there are still many conservatives loudly voicing their dissent: a week after the great success of #WakeUpItaly, an event called "Family Day" — basically, a dissimulated "anti-gay rally" —took place in Rome.

Roughly 200,000 people assembled in the Circus Maximus to protest against the civil unions bill, claiming only one type of family — that is, the "traditional" one — should be allowed.

Big brands, real love

It is in this context that some big Italian and international brands decided to step in and publicly take a stand in favor of LGBT rights.

It all began with IKEA Italia, the local branch of the Swedish homeware giant, calling out for a very alternative Family Day: inviting everyone to join in for in-store kissing flash mobs, in order to celebrate an open idea of family — because you don't need instructions to build a family; love is just enough.

Grocery shopping went all rainbowy, too: Coop, one of the biggest Italian supermarket chains, made its point through a personalized message ("family is having someone doing grocery shopping and thinking about you").

Bottled water brand Vitasnella and pasta producer Althea also showed their support, as did television networks and radio stations: TV channel Real Time broadcasted a docu-reality on same-sex families and stylized itself as Real Love.

Finally, Twitter Italia also stepped in by launching a beautiful and colorful social media campaign: "Love is love. Support equal rights for those who love each other."

Major brands' support for gay marriage and equality is much more than a marketing choice: it is not only about advertising, it is really about taking a stance on a key issue of our era. Furthermore, data confirm that messages about diversity and equality for the LGBT community have widespread impact in raising support and awareness for the cause.