The SF Chronicle wrote a bit about campaign strategy:
That allowed Prop. 8 opponents, worried that many voters were not enamored with the idea of same-sex marriage, to run a TV campaign that almost never mentioned gays or lesbians or showed them in an ad. Instead, the ads charged that Prop. 8 supporters wanted to take away rights from a single, unnamed group of people, which just wasn't fair.
If we're not even willing to name ourselves as citizens, why on earth would anybody want to support us? If we're ashamed of being LGBT, then why are our rights valuable? If this strategy NEVER WORKS, why do the mainstream campaigns keep using it?!
If we want rights, then we have to be gay and proud, not weirdly lurking and hiding. Same sex couples deserve the right to marry! Stand up and say it!
In other news, holy cow, Obama won. oh my god.