A $10 million campaign to win gay marriage premiered Monday on CNN.

The group Freedom to Marry has pledged to raise $10 million over the next three years for the Why Marriage Matters campaign.

“Across the country the thinking of many Americans, from the president to the people next door, continues to – as the president put it – 'evolve' towards support for same-sex couples joining the freedom to marry,” Evan Wolfson, president of Freedom to Marry, said in a statement announcing the campaign.

“By engaging friends, families, and neighbors in personal conversations about why marriage matters, each of us help fair-minded people wrestling with a lack of information and uncertainty, and change hearts and minds,” he added.

In the ad, real life gay and straight couples explain why marriage matters to them.

“It wasn't until I was in this relationship that I experienced what it was to want to be with somebody forever,” a woman in a lesbian relationship seated next to her partner says.

The campaign also includes a website at WhyMarriageMatters.org.

Other events on Valentine's Day included a flashmob dancing to the Beatles in the Iowa Statehouse rotunda, gay marriage backers delivering carnations to lawmakers in Maryland and gay couples applying for licenses in states where the institution is not legal.