Washington, D.C. -
A brand-new pro-same-sex marriage organization launched on Monday, backed by millions of dollars in philanthropic funding and staffed by political pros.
"Equality Matters" is led by former Clinton advisor Richard Socarides. They're getting millions from liberal donors including George Soros and Jim Hormel.
The goal of the group, which grew out of "Media Matters," is to take control of the dialogue about gay marriage. They want to stop reacting and start leading.
"We have missed opportunities and have not so far been able to transform favorable public opinion into the powerful and undeniable force for change that it should have been," wrote Socarides in the mission statement.
The New York Times describes it as a "rapid-response war room" to fight against homophobic messages in the media.
The Equality Matters website is already loaded with videos that the organizers hope will outrage and inspire the LGBT community to act.