The Four 2012, a nationwide gay marriage campaign, launched on Wednesday.

The nascent group said its social media campaign aims to support marriage equality in the four states where it is on the ballot this November.

The Four is co-founded by Brian Ellner, Executive Director Andre Banks, Purpose CEO Jeremy Heimans and Ryan Davis, the executive director of social innovation at Blue State Digital. Ellner masterminded HRC's New York marriage equality campaign, which raised awareness through a series of videos featuring prominent celebrities, professional athletes and politicians.

The campaign's first video titled Momentum features the hit song We Are Young from the indie-pop group Fun. (The video is embedded on this page. Visit our video library for more videos.)

“It's Facebook and Twitter meets Rock the Vote for marriage equality,” said Ellner in a press release. “We want to energize the young pro-equality voters in the Google age.”

“The concept is to allow easy sharing and to syndicate this material over popular social networks, including Facebook, Twitter, Google Plus, Instagram, Tumbler and Pinterest. We will also use smart paid media to promote our most popular posts, create a network of influencers to amplify the content and produce new content from some of the hottest Internet stars,” said Davis.

The group said it would concentrate on this year's four marriage equality referendums in Maine, Minnesota, Maryland and Washington state.

Voters in Minnesota will decide on a constitutional amendment which aims to ban gay marriage in the state, while Maryland and Washington state voters are being asked to uphold – or reject – laws legalizing such unions approved by lawmakers. Maine voters will decide whether to legalize gay nuptials in the state. If approved, it would become the first state to do so at the ballot box.

Jason Goldberg, currently the CEO of, the gay social-networking site turned designer wares discounter, gave the campaign its initial funding.

(On the Net: