This value is obviously central when appealing to people to think or act differently.

Fairness has been a real major argument in same-sex marriage campaigns, which have insisted a lot on the fact that it was “fair” and “just” to treat people equally.

Campaigns against discrimination have particularly focused on the value of fairness, such as in this example from the US

The principle of fairness is important for campaign tactics, as it implies that the public needs to have a high moral assumption of the target group. To generate this assumption can be difficult with highly stigmatized groups like LGBTI people.