Homophobics are still in the closet. Even though most of us have gay friends, relatives, co-workers or at the very least have watched “Will & Grace”, homophobia is still hiding out there. And sometimes, it comes out, passive-aggressively, like when teenagers say phrases like “That’s so gay.” This is a noteworthy campaign by the AdCouncil to encourage people to thinkb4youspeak. While the TV featured Wanda Sykes and Hillary Duff, strange bedfellows for this in my opinion, my favorite is the one with the non-celeb below. The website also has many different features like e-card sharing, a pledge, a word origin game, how to get involved and ways to share your stories and videos. But I am hoping they add more depth as the e-card and games are pretty simplistic and could be more interesting.
Are you guilty of ever saying “That’s so gay?” If so, out yourself here. Do you think that makes you homophobic or just plain careless and prone to cheesy pop vernacular?
To see some more award-winning social marketing creative, check out the guerilla campaign we created for HIV treatment.
This blog post is #17 in the series, 21 creative social marketing examples.