‘Knock Off’ the Hate Speech, Says LGBT Super Bowl Ads
EmailFor the first time ever, gay-rights advocates will launch a sassy advertising campaign aimed at football fans in the most macho of American venues — the Super Bowl.
Four award-winning public service announcements feature various celebrities telling teens to “knock it off,” when they overhear them using the ubiquitous line, “That’s so gay.”
The videos will be strategically placed on a screen at the entrance of Lucas Oil Stadium in Indianapolis, Ind., to be viewed by the 150,000 Super Bowl ticket holders on Feb. 5.
In its newest ad, GLSEN, the Gay, Lesbian & Straight Education Network, has garnered cooperation from the NBA and Phoenix Suns stars Grant Hill and Jared Dudley. The NBA is the first professional sports league to address antigay language among teens.
The campaign — Think Before You Speak – was created by ArnoldNYC and Toronto-based Grazie Media donated the airtime. The PSAs were funded by GLSEN, whose mission it is to ensure safe schools for all students.
Launched in 2009, the PSAs coincide with national concern about homophobia and school bullying and have received accolades from the Ad Council.
“The casual use of ‘That’s so gay’ is very common and rampant and often leads to more overt forms of harassment,” said GLSEN spokesperson Andy Marra. “This audience may not even see it as a problem.”
The first three videos have been distributed to local markets and have generated more than 387 million impressions and $25 million in donated ad time, according to GLSEN.
“It’s a new audience for us to reach,” said Marra. “The tone and feel is a good fit. The ads are not confrontational — but very disarming and spark a conversation. That is the intention.”
“Think Before You Speak” features humorous TV PSAs with celebrities interrupting teenagers who use the term “that’s so gay.”
In one video, celebrity Hilary Duff switches the tables on two girls picking out dresses in a store, scolding them for equating gay with “bad.” In another, Wanda Sykes chastises adolescent teens eating at a pizza restaurant.
Last year, GLSEN unveiled its Sports Project, “Changing the Game,” which specifically addressed name-calling and bullying in physical education and sports settings.
“LGBT (lesbian, gay, bi-sexual and transgender) athletes are in school and we want them to feel safe and come out and be open and honest about who they are. Its’ a challenge because of the climate in many PE settings,” said Marra.
According to GLSEN’s 2009 National School Climate survey, three-quarters of LGBT students hear slurs such as “faggot” or “dyke” frequently or often at school and 9 in 10 report hearing anti-LGBT language frequently or often. Homophobic remarks such as “that’s so gay” are the most commonly heard type of biased remarks at school.
Research shows that these slurs are often unintentional and simply a part of the teens’ vernacular. Most do not recognize the consequences, according to GLSEN.
Ad Council research found that the campaign has shown a shift in attitudes and behaviors among teens and their language.
Man Discovers He's a Woman at the Hospital 
Head Trauma, Behavior Problems Linked
Great ad idea to make young people aware that using the word gay to mean stupid is wrong.
Posted by: Librarian53 | February 1, 2012 February 1, 2012, 6:36 pm
If being gay wasn’t so abnormal, and if those who choose to live their lives in such a deviating manner didn’t accentuate it, then the phrase wouldn’t be so graphic and telling.
Posted by: stephen | February 2, 2012 February 2, 2012, 7:18 am
It doesn’t matter what these things want or desire. We, as normal Americans, should force our government to stop pandering to their every whim and desire. We should force our government to form a special task force to search where these things live and breed, pass judgement upon them, and eradicate them once and for all! (and that includes any that might come afterwards, too!) These things are disgusting, vile, and their acts reprehensible! We should not be forced to endure their very existence!
Posted by: DC09121984 | February 2, 2012 February 2, 2012, 9:23 am
NORMAL? I finally get why our country is in such a mess filled with hate. I’ll bet anything that those making nasty remarks about gays not being normal do not know any. They are human beings just like you and I. They are born that way, whether you like it or not. There are good and bad in every walk of life, whether you be Cathlolic, Jewish, Straight, Gay, Black, White, etc. When are people going to stop being narrow minded and judge each person for themselves not for what they believe in? If you think they are wrong, that’s your opinion, but that doesn’t mean you are right! Only God can judge. This is why we have problems in Congress. Neither side will budge. It’s their way or not way. I cannot believe it is 2012 and there are still racists and hatred out there. We should be paying attention to our own lives, enjoying each day, instead of judging others.
Posted by: Barb | February 2, 2012 February 2, 2012, 10:20 am
Well if we weren’t having their lifestyles stuffed down our throats on tv every minute or threatened by the gaystapo everytime a supposed offense occurs then maybe….
Posted by: Tasha | February 2, 2012 February 2, 2012, 10:23 am
Tasha: There is a lot of hate crimes and bullying. People are fed up. I remember a few years back a bunch of people beat up and killed a gay boy, a teenager, just for being gay. Same thing happened in NYC, the Bronx I believe, two brothers were walking home from work and one was killed…their crime? A bunch of thugs thought they were gay. Until this hate stops it has to be brought to the public’s attention. It has to stop. And you are always going to have a few who draw unwanted attention in any group. Also no one is stuffing their lifestyle down anyone’s throats. Years ago it was against the law for an interacial marriage. We have to grow up and stop the hate. And if it means going on tv and putting ads in papers so be it. People must be made aware.
Posted by: Barb | February 2, 2012 February 2, 2012, 10:32 am
Just more PC propaganda. Lame, and very gay.
Posted by: Randy | February 2, 2012 February 2, 2012, 10:36 am
What is so great about sodomy and oral sex between members of the same sex that it must be defended so vigorously? Answer: Nothing.
Posted by: LOL And LOL | February 2, 2012 February 2, 2012, 10:39 am
Quite gay — in a bad gay sort of way.
Posted by: Hard johnson | February 2, 2012 February 2, 2012, 10:42 am
barb , People are viciously attacked everyday. Mostly due to” hate”(they aren’t getting attacked out of love) but no special LAWS for these victims..Save me your ridiculous pc preaching.
Posted by: Tasha | February 2, 2012 February 2, 2012, 10:55 am
that article is so gay, kids won’t even pay attention to it because it comes from celebrities who are also so gay.
Posted by: thearticle | February 2, 2012 February 2, 2012, 11:06 am
Yes Tasha people are getting attacked everyday. That’s what I said in my post if you read. I said blacks, whites, Jews, Catholics, etc. That does not make it right. No one is asking for special laws!!! Where do you get that? People are being ask to be CIVIL and not hateful! I’m not preaching. I hope you get over your anger and hate because that’s just what your posts show. No one is asking you to become gay. No one is asking you to approve of gay lifestyle. What people are asking is to be treated FAIRLY like everyone else. It’s called CIVIL RIGHTS. I remember when blacks had to sit on the back of the bus and drink from separte fountains. I thought it was horrible. It was caused by hate and racism. God made all of us!
Posted by: Barb | February 2, 2012 February 2, 2012, 11:10 am
Barb – I don’t have any “Hate” issues.I treat everyone fairly and am a pretty spiffy person all the way around. But you see there already are “SPECIAL ” hate crime laws in place for gay people. So please spare me.. Now if theres anyone who needs oyur counseling for HATE issues it would be your gaystapo pals that throw glitter in peoples faces and protest peoples workplaces for disagreeing with the political aims of their special interest group.
Posted by: Tasha | February 2, 2012 February 2, 2012, 11:34 am
Don’t tell us what to think or how to act GLSEN losers. Keep Freedom free.
Posted by: Dee | February 2, 2012 February 2, 2012, 12:31 pm
Let me get this straight. Saying something is dumb is okay since you are only offending a person who can’t speak. They don’t have millions of dollars to run adds.
Posted by: chuck | February 3, 2012 February 3, 2012, 2:28 pm
where is my first comment?
Posted by: Supreme | February 19, 2012 February 19, 2012, 2:16 am
For whatever reason my first post doesn’t appear. In essence, your commercials are offensive to and out of balance. When will you run commercials that show a family standing in line at an NBA game behind two men kissing and holding hands in front of our children?
Stop giving an overabundant amount of consideration to men and women who choose to have sex with each other. If you believe that gay is really ok, put gay activities in your NBA Allstar activities alongside your children activities. Then see what kind of response you get from ALL of your fans.
Or is the NBA really saying that it is OK for their sons to have sex with other men and for their daughters to have sex with other women while they stay silent about it? Be careful what you ask for and support it may come directly to your families.
Posted by: Supreme | February 19, 2012 February 19, 2012, 2:29 am
For whatever reason my first post doesn’t appear. In essence, your commercials are offensive to and out of balance. When will you run commercials that show a family standing in line at an NBA game behind two men kissing and holding hands in front of our children? Stop giving an overabundant amount of consideration to men and women who choose to have sex with each other. If you believe that gay is really ok, put gay activities in your NBA Allstar activities alongside your children activities. Then see what kind of response you get from ALL of your fans. Or is the NBA really saying that it is OK for their sons to have sex with other men and for their daughters to have sex with other women while they stay silent about it? Be careful what you ask for and support it may come directly to your families.
Posted by: Supreme | February 19, 2012 February 19, 2012, 2:32 am