It's unclear, as I write this, whether or not the Supreme Court will strike down part of the Defense of Marriage Act (DOMA) that defines marriage as the union of a man and a woman.
But if the court does, I credit the reframing of "gay marriage" as "marriage equality" for helping DOMA opponents advance a winning argument.
Kudos to Human Rights Campaign for capturing the profoundly political sentiment in an astutely apolitical (and non-militant) symbol that has spread across the Internet as contagiously as the Harlem Shuffle.
Together, the words and symbol represent a value that America is built upon—equality—rather than a sexual orientation that many still find repellent because of their religion, culture or upbringing.
The only way to change that, over time, is to build upon common values that people share, rather than by flying belligerent banners designed to antagonize groups who hold opposing views.
Marriage Equality is a masterwork of strategic communications.