The Born Different advertising campaign is a $900,000 effort funded by the Denver-based Gill Foundation. The ad campaign features a super-cute pooch named Norman who "moos" on theaters, billboards, buses and street lamps. The cuddly canine also stars in radio and television commercials. The message: People are born gay. It's exclusively running in Colorado Springs, a bastion of right wing hate groups, including Focus on the Family.
The subtext of the message aims right at the heart of Focus on the Family's anti-gay conversion therapy program, Love Won Out. It suggests that asking gay people to go straight is as ridiculous as suggesting a dog act like a cow. The power of this campaign is that it skillfully uses a puppy to take the politics out of this emotional issue.
The Born Different web-site also has an illuminating and humorous cartoon that explains to people that sexual orientation isn't a choice and challenges viewers by asking, "When did you choose to be straight?"
Wayne Besen, 365gay.com
Ed.: Watch the TV spots -- very cute!
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