St Matthew-in-the-city targets discrimination in the Anglican Church with ‘GayDar’ outdoor campaign via Whybin\TBWA\Tequila, Auckland
CASE STUDY – St Matthew’s is a progressive Anglican church in Auckland, whose goal for a diverse and inclusive congregation was being crushed by a homophobic moratorium passed down through the order.
It urged New Zealand bishops not to ordain openly gay or lesbian individuals as deacons, priests or bishops.
The consequences of this homophobic stance by the Anglican Church were dire for St Matthew’s, resulting in the resignation of a much loved and respected gay staff member. St Matthew’s was disgusted by this discriminatory behaviour shown by the Anglican church, and had one small billboard to start the push for change.
Whybin\TBWA\Tequila, Auckland took the one of oldest and most recognised symbols in the word, and combined it with popular culture to create Gay-Dar. With a moveable cross, the billboard gained attention and encouraged interaction from passers-by.
While uncovering the Anglican Church’s shameful secret, Gay-Dar fuelled discussion by presenting this very prickly subject in a fun and contemporary way. Through blogs and news reports, Gay-Dar travelled around the world, directing people to sign an online petition. The signatures rolled in and the campaign made believers of many people, showing that even a church can put its faith in advertising.
5 Comments
My scam-dar is flashing bright red
Gay.
So gay….
My son used this term when he was 10. Sure, nothing to be proud of but neither is this. He was 10, so what’s their excuse?
While attention getting, it communicates next to nothing. Next time, how about leather nuns?
What about biphobic and transphobic descrimination? It’s descriminating to give homophobes all the bad press.