Ice-cream brand Ben & Jerry’s is throwing its weight behind the marriage equality campaign, launching a campaign aimed at increasing pressure on federal MPs to support the issue.

The campaign, #EqualityCalling, will allow voters who support marriage equality to record a message that will be automatically delivered to their federal representatives and highlighted on social media.

#EqualityCalling is a part of Ben and Jerry’s ongoing “Say I DOugh” campaign for marriage equality, in partnership with Australian Marriage Equality.

Comedian Wendy Harmer helps callers record their message and introduces the calls that are phoned through to politicians’ offices.

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To kick off the campaign, the brand will unveil the Say I DOugh #EquityCalling phone box, which is a Mardi Gras themed London phone box. It will debut at Mardi Gras’ Fair Day on February 22. Those unable to attend Fair Day can still have their say and leave their messages of support by calling 1300 663 679.

The campaign follows on from claims by a number of politicians that the issue isn’t important to their constituents as they receive few phone calls on the topic.

Kalli Swaik, Ben & Jerry’s brand champion down udder, said: “As a social justice company, we’re immensely proud to support an issue that embodies so many of our core values. We champion equality above all else, believing that everyone in a loving relationship should be able to celebrate their commitment to each other in marriage, regardless of gender or sexual orientation.

“To make marriage equality a reality in Australia, we need to make our collective community’s voices heard and that is exactly what our Equality Calling hotline will do. We hope that MPs will listen to their constituents on the importance of marriage equality when the Marriage Equality conscience vote is called later this year. We believe 2015 is the year we can create change.”

In August 2013 the ice cream brand launched a campaign in support of gay marriage encouraging voters to elect pro-gay-marriage candidates, regardless of their political party.

Rodney Croome, Australian Marriage Equality national director, said: “Polls show 72 per cent of Australians support marriage equality and this exciting initiative will help convey that high level of popular support from the towns and suburbs of Australia directly into parliament.

“Equality Calling gives marriage equality supporters a quick and easy way to reach all their federal representatives and it gives us a way to publicly highlight the substantial number of contacts politicians are receiving from constituents.

“Ben & Jerry’s is an important leader on marriage equality in the corporate sector and we thank them for all they have done to help achieve the reform. Ben & Jerry’s has become integral to the Australian marriage equality story.”