When the Human Rights Campaign (HRC) wanted to call out the deceptive fear-tactics of anti-gay groups, lawmakers, pundits, country singers, and others, M+R’s team got to work. The result? A super-cool micro-site – EndTheLies.org – launched on the day of the California 
Proposition 8 court arguments.
Here are a few features to check out at EndTheLies.org:
- Zoom around on the interactive multimedia “wall,” which holds photos and embedded YouTube videos.
- Click on the “What do you think?” link below a photo or video, where users can add comments on each discussion page.
- Check out the links to social networks (including an easy link to post on Facebook and an ongoing endthelies conversation on Twitter).
- Answer the invitation to nominate new additions to the wall.
The site initially featured a petition targeting Ken Starr, the head of the legal team defending the same-sex marriage ban (which garnered 50,000 signatures!). Today the homepage features a series of issue-specific petitions based on the changing media landscape.
EndTheLies.org melds engaging content, a jazzy interface and real user interaction via the comment pages and social networking. And the combination has resulted in major buzz: the site has been covered by hundreds of blogs and recruited 10,733 new members to HRC’s list!
Want to find out more? Contact Marc Ruben at mruben@mrss.com.
