Out4Marriage is modelled on the It Gets Better YouTube project, launched by US LGBT activist Dan Savage, where politicians, celebrities and members of the public gave hope to teenagers coming to terms with their sexuality.

[4] The website for C4M states that they are "an umbrella group of individuals and organisations in the UK that support traditional marriage and oppose any plans to redefine it.".

[9][10] Prior to the Out4Marriage campaign launching, a short-film was created called Homecoming, depicting the proposal of a gay soldier to his partner, upon returning home from war.

As part of this Walsh recruited Chris Ward, a web developer, to build an online peers lobbying site that enabled ordinary people to connect with often unaccountable Lords and Baronesses.

The Site www.LobbyALord.org was receiving traffic resulting at peeks an email being sent to a peer every 8 seconds in the 72 hours before the debate, after endorsements by Grindr a gay mobile dating app, who issued a message to 1 million of its members, and Stephen Fry via his Twitter account.