Most people in the comms industry will agree that homophobia is a thing of the past, yet many of us may still use the word “gay” in a pejorative sense without realizing its power to hurt.
The Canadian Centre for Gender and Sexual Diversity hopes to discourage the practice with the help of ad agency Saatchi & Saatchi Canada and PR AOR Republic (Golin handles the account in the US).
The sweater in the video below is truly “gay” in the sense that it was made from the hair of more than 100 LGBT individuals.
Check out the short film. As one participant says, “You can [literally] touch the gayness”:
On the campaign’s homepage, the organization goes further by offering “school kits” to elementary, middle, and high school teachers who want to teach their kids to accept their LGBT peers…and to avoid calling anything “gay” unless they mean “exuberant.”
The project debuted on Toronto’s “Metro Morning” today and scored placements on BuzzFeed and other outlets:
— CCGSD | CCDGS (@CCGSD_CCDGS) March 25, 2015
Here’s the guy behind the concept:
— Metro Morning (@metromorning) March 25, 2015
The campaign is well-meaning and well-executed…but, while we will never call the sweater “gay,” we feel safe labeling it “kind of ugg.” (That was the point, right?)