SAN FRANCISCO (AP) – The state’s largest gay rights group announced plans May 7 to launch a new media and public relations campaign for same-sex marriage in California.

Equality California said it is buying air time for new television ads, hiring dozens of field organizers and reaching out to clergy to help change attitudes about same-sex couples.

The move comes on the heels of same-sex marriage victories in Iowa and throughout New England. The California Supreme Court is also considering whether to overturn a voter-approved ban on such unions in the state that passed last fall with 52 percent of the vote.

“I think losing anytime is devastating and winning is what needs to happen, and ultimately what matters is moving public opinion in our direction,” said Geoff Kors, the group’s executive director.

Kors said the group is spending “several million dollars” on television ads, which began airing Monday.

The group is also hiring full-time field organizers to campaign throughout the state, including in the Central Valley, San Diego, Sacramento and Orange County.

Ron Prentice, an opponent of same-sex marriage and executive director of the California Family Council, said he believes the movement is emboldened from successes in other states.

“However, the people of California have spoken twice on this issue and it is the decision of the people,” he said.

Prentice said his group knows the fight over marriage in California is not over, and plans to continue “a strong education and political action front.”

The high court has until June 3 to rule on the legality of Proposition 8, which changed the constitution to ban same-sex marriage.

Equality California says the renewed effort is not a formal push to put the issue on the 2010 ballot, but it’s laying the groundwork for an eventual campaign.