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The Human Rights Campaign asked supporters to display its logo on their Facebook profiles and tell their stories about marriage equality—and millions answered the call.

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When two landmark same-sex marriage cases went to the Supreme Court in March 2013, HRC saw an opportunity to bring marriage equality to the forefront of everyday conversation. HRC called on its members to express their support for marriage equality by changing their Facebook profile photos to a red-and-pink version of HRC’s navy-and-gold “equal sign” logo.

Facebook posts encouraged people to also follow the conversation on Twitter and HRC’s live-blog of the Supreme Court hearings. An analysis of Facebook data showed that 2.7 million people might have changed their profile pictures in response to HRC’s campaign. Celebrities, corporations and creative individuals showed their support through redesigns of the logo that replaced the parallel bars of the equal sign with everything from bacon strips to cans of beer.

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