When gay activists were calling on America to rally in Washington this October, they were calling their project the “National Equality March.” Last week, when lead organizer Cleve Jones announced he secured a permit to rally on Washington’s West Lawn, a poster was revealed and the project had a new name, “Meet on the Mall.” Less than a week later, the two-hour march and two-hour rally has yet another new moniker: “Equality Across America.” It’s also been relocated to … the National Mall! Well, it will be, once (or if) Jones can secure a permit.

Notes Jones, who continues to battle back against criticism that says the march is a bad idea: “The biggest challenge is not getting people to view this march through the lens of previous marches.” You don’t need an exec at Ogilvy to tell you: Sticking to consistent branding would help with that.

He’s budgeting the whole thing at around $150,000, and no more than $200,000 — which he hopes to stay within by not renting office space, paying staff, or flying in and accommodating press-generating celebrity speakers. The only big ticket items he’s paying for? A sound system, and a place for you to take a dump.

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