The best of non-profit advertising and marketing for social causes

Where are all the #LGBTSuperheroes?

Where are all the #LGBTSuperheroes?

The mainstreaming of LGBT people is becoming less and less controversial these days in western democracies. (Although we all have a whole lot more wok to do with the “T”) And as art imitates life, the entertainment industry is catching up with shows like Modern Family, Orange Is the New Black,  Sense8, and others. So why not superhero movies?

Shape History is an all-volunteer project designed to bring sexual diversity to the big screen.

From their press release:

Why are LGBT Superheroes missing or desexualised in hollywood blockbusters?

Iceman, Mystique, Catwoman and many other well known superheroes are written as LGBT in the comic books, only to then appear as straight when they hit the big screen.

The #LGBTSuperheroes trailer launched at MCM Comiccon this week, and the campaign leads to a petition to Marvel and DC to show positive LGBT role models in their films, both as role models for youth and to help with overall acceptance and understanding.

Also from the presser:

“This project has been been completed created by volunteers,” said Director Mike Buonaiuto. “We hope that we can demonstrate to the studios that there is a huge audience for accurate LGBT portrayal on the big screen, and it won’t deter cinema­goers to buy tickets.”

If the Director’s name sounds familiar, it’s because we’ve featured his work before:

A wonderful ad about love

“Homecoming” Director seeks crowdfunding for his next project

This new project is pretty interesting. I’m particularly interested to see how Marvel handles the challenge, given they have long had an openly-gay superhero in Canada’s Northstar, who came out way back in 1992. (And his sexuality was hinted at in the ’80s.)


Plus there was that whole #GiveCaptainAmericaABoyfriend thing trending on Twitter.

How do you think the major studios should integrate LGBT characters into their big screen adaptations?

Give us a shout-out, below.


I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more