"Today's roll out is the next step in a broader strategic plan aimed at raising awareness and building the wave of support necessary to achieve a legislative victory this year," said Martha Holt, Marriage Equality Rhode Island board member, in a news release from the group. "The message of the commercial, 'It's Time,' reflects a belief shared by a majority of Rhode Islanders - it's time we live up to our founding principles and make marriage equality the law for all Rhode Islanders."