WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Kick It Out
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Brand: None
Ad Title: Kick Homophobia Out of Football
Business Category: Sports/Athletics/Fitness/Sporting Goods
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Ogilvy & Mather Worldwide
Year: 2010
Target: Mainstream
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Theme(s)

Consciousness Raising

Theme Breakdown

AdRespect Score: 
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This 2010 British ad was produced in a joint effort by The Football Association and the Kick It Out organization as part of the Let’s Kick Racism Out of Football campaign. The ad is aimed at raising awareness of and tackling homophobic abuse in football. The ad begins with a trench-coat-clad man picking up a newspaper at the corner newsstand. As he throws change at the vendor he also hurls characteristically pejorative slurs aimed at gays -- in this case “queer scum.” Upon entering a relatively crowded train he continues his tirade referring to a perfect stranger as an ‘ass-bandit’ and ‘faggot’ for seemingly brushing his leg. The final scene follows the man through the office where he calls various co-workers other derogatory terms in an increasingly combative manner. Finally we see him enter the lift and begin to shout a typical British fight song sung during football games. As the doors close “This behaviour is unacceptable here” flashes across the screen and we see him at the game shouting the same insults at players with another overlay this time “So why should it be acceptable here?” While the ad stirred controversy in the UK upon its release for the offensive language deployed throughout, it received a 100% score for its consciousness raising aim.

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Broken Promises (Question 6)
Company:
Brand: None
Country: United States
Region: US Regional
Year: 2012

AdRespect Score:


Gay Americans living and loving responibsly...just like you.
Company: AFFA - Alliance for Full Acceptance
Brand: None
Country: United States
Region: US Regional
Year: 2003



Gay or Straight...all Americans deserve equal protection under the law.
Company: AFFA - Alliance for Full Acceptance
Brand: None
Country: United States
Region: US Regional
Year: 2001



Homosexuality isn't the problem. Prejudice is.
Company: AFFA - Alliance for Full Acceptance
Brand: None
Country: United States
Region: US Regional
Year: 2001



We are your neighbors--and we are gay.
Company: AFFA - Alliance for Full Acceptance
Brand: None
Country: United States
Region: US Regional
Year: 2002



What if
Company: AFFA - Alliance for Full Acceptance
Brand: None
Country: United States
Region: US Regional
Year: 2012

AdRespect Score:


Spot Relações Estáveis (Spot Stable Relations)
Company: Agência Omdesign
Brand: None
Country: Portugal
Region: Europe
Year: 2013

AdRespect Score:


New Morning
Company: Campaign For American Values PAC
Brand: None
Country: United States
Region: US Regional
Year: 2012

AdRespect Score:


Escalator
Company: Canadians for Equal Marriage
Brand: None
Country: Canada
Region: North America
Year: 2004



Water Coolers
Company: Canadians for Equal Marriage
Brand: None
Country: Canada
Region: North America
Year: 2004


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