[3][4] The first Coalition for Marriage advertisement on TV featured three women and focused on the Safe Schools education program.

[5] In the ad, the women – Heidi McIvor,[6] Cella White,[7] and Pansy Lai[8] – ask about potential gender confusion issues for children.

[10] The ad was criticised as being inaccurate and for linking the survey (and same-sex marriage in general) to Safe Schools,[11] and by Opposition Leader, Bill Shorten who said, "Malcolm Turnbull ... gave the green light to this rubbish".

[15] Minister for Environment and Energy Josh Frydenberg expressed that he "did not have a problem" with the advertisement, stating that he has "great confidence in the public's ability to make their own decisions as to whether they'll be voting yes or no".

[16] One of the women in the ad (Dr Lai) was threatened that she would be shot “this week”[17][18][19] and a campaign was initiated (subsequently pulled) to revoke her medical registration.