WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

CBS Network, QAF Series

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Looking to make a mark against its cable competitor HBO, Showtime began an aggressive campaign to the gay community at the March on Washington in 2000, in support of its series "Queer As Folk." (The series is an American version of the outrageous British hit.)

The campaign included this print ad in Human Rights Campaign march materials, and giveaway fans that carried sexually suggestive words such as "Hung."

The ad then broke out to mainstream media in magazines, billboards and newspapers -- causing trouble at a South Carolina paper.

Showtime's first gay print media ad broke in February 1995 behind the breakthrough AIDS movie "Philadelphia," starring Tom Hanks.

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