I once told someone I had to work the weekend and he replied “Gay”. At the time, I didn’t know what to say. A couple of months later, I got a brief from RainbowYOUTH about addressing casual homophobia. In what now appears to be the world’s latest, most extravagant comeback 'If It’s Not Gay, It’s Not Gay’ was born.
The campaign soon went viral in 97 countries. But more importantly, thousands of people used it to call out their friends and personally apologise for casual homophobia.
The campaign included TV, social, radio and digital.