WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

International Gay and Lesbian Association, Old Ladies

Members:

A close-up of two men's clasped hands implies a physically affectionate gay couple walking down the street. A more distant shot of the couple confirms the notion, and two older ladies observe the men from a park bench while they knit.

One of the ladies asks the other, "Did you see that?" The other agrees "It's hard to believe!" At this point the viewer believes they are referring to the gay couple.

Suspicion of the ladies' homophobia is soon relieved when the older lady confirms her shock was on account of the men's "wearing short sleeves in this cold weather!"

At the conclusion of the ad, the text on the screen translates from Portuguese to "For the right to indifference."

In January 2005, The association ILGA Portugal launched the first advertising campaign of it's kind for the question of homophobia in Portugal. It intends to call the attention to the preconceptions that all LGBT people are white, as well as changing the attitudes toward homophobia. The campaign is composed of television, radio, written press and large format posters and was executed, pro-bono, the W/Portugal.

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User Comments
Michael
That is the way it should be - no one even noticing the fact that they were gay, only that they were two normal people who just happened to be wearing short sleeved shirts in cold weather.