Almost 90% of lesbian, gay, bisexual and transgender (LGBT) students in the USA report being verbally harassed at school because of their sexual orientation. This campaign, entitled Knock It Off, from the Ad Council aims to raise awareness about the prevalence and consequences of anti-LGBT bias and behavior in America’s schools. Ultimately, the goal is to reduce and prevent the use of homophobic language in an effort to create a more positive environment for LGBT teens.
The campaign also aims to reach adults, including school personnel and parents; their support of this message is crucial to the success of efforts to change behavior.
LGBT teens experience homophobic remarks and harassment throughout the school day, creating an atmosphere where they feel disrespected, unwanted and unsafe. Homophobic remarks such as “that’s so gay” are the most commonly heard; these slurs are often unintentional and a common part of teens’ vernacular. Most do not recognize the consequences, but the casual use of this language often carries over into more overt harassment.
Advertiser: Ad Council Agency: ArnoldNYC Additional credits:
Sponsor Organization: Gay, Lesbian and Straight Education Network (GLSEN)
Chief Creative Officer: John Staffen
CD/Art Director: Gary Rozanski
CD/Copywriter: Thom Baginski
Executive Producer: Anthony Migliaccio
Prod Company: Backyard Films
Director: Kevin Smith
DP: Randy Arnold
EP: Peter Steinzeig
Producer: Peter Keenan
Editorial: Post Millennium
Editor: Nathan Byrne
EP: Adam Soutar
Music: The Lodge
Composer: Diner
Sound Design: The Lodge
Audio Post: Sound Lounge
Mixer: Peter Holcomb
This campaign is way too gay.... Knock it off, Ad Council! :P
Posted by Jeroen Mirck | 20-10-2008 23:14
I was in a class called “Theories of Sexuality” in college when I first realized that it might not be the best idea to go around calling things “gay” all the time. I was talking to a friend as the first class was breaking up and mentioned that something that happened during my weekend was “so gay” in front of everyone. Nobody said anything or even gave me noticeably angry looks, but I could feel that I had just committed a faux pas. Not a great PSA, but I think it’s an issue worth addressing.
Posted by jeremy greenfield | 21-10-2008 00:26
The last ad doesn’t work because the British still use fags to talk about cigarettes.
To suggest otherwise… well, That’s so “American”
Posted by Jake | 23-10-2008 22:49
While what you say is true, Jake, the ad appears on American TV and is simed at an American audience.
If you’d like to criticize something in the ad campaign, how about that “dumb” used to be a word used to be a word that meant “unable to speak”. Or even that “gay” used to be a word that meant “happy”.
But then, semantics is not actually the point of the ad campaign, is it?
Posted by David | 27-11-2008 14:16
I think what is “ SO GAY “ is that girls can go in the bathroom/restroom together. lets go fix our make-up/ freshin-up? When do straight men/boys ever ask each other to go in the restroom TOGETHER. I think when girls/women dance together in any touching or sexual manner........ that is sooooo GAY. Men/boys that are STRAIGHT don’t do this? Or they are made out to be GAY for sure? STRANGE? I think when women/girls are allowed to DRESS <<<<< one another ? I can’t seem to get this BRASIER on straight, push my breasts straight for me. How do i look now? In my half naked glory? That seems soooooo GAY. But our society is so empathetic to girlie <<<< needs. To have funnnnn with other girls ? ewwwwe sounds seems go GAY ? Seems like the girls that say that’s so GAY, are jealous and sick of not being able to finish going allllll the way with each other, hardee harr harr. That sooooo FUNNY / GAY , punn intended.
Posted by readbetweenthelines | 26-03-2009 06:52
You know whats gay? This small segment of society trying so hard to force its acceptance on a nation that barely tolerates the biologicaly unnatural union of two individuals.
Posted by Jason | 25-05-2009 00:31
You know the old saying: If you worry about pleasing everyone you’ll never do anything? I don’t care what position you take gay, straight, conservative, liberal, christian, muslim, atheist or whatever there will always be people that think differently and regardless of the beliefs it’s their right to do so, the same as is yours.
It’s a waste of time trying to change what people think, or being hurt by what other people or say. Rise above it. Kids try to pick out things to make fun of others at an earlier age. I taught my son that rather than trying to pick back, argue, or ignore it to just say: “I couldn’t really care less about what you think because you’re an idiot”. He came home that afternoon and said wow, that really worked.
All this Political Correctness is complete BS. We’ve become a nation of whining cry babies looking for things to be offended by, or to sue someone over. Get over it. Pick yourself up, dust yourself off, and leave the bastards behind. Surround yourself with positive things and good people, and get busy living.
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