HIV charity the Terrence Higgins Trust is launching a co-ordinated media campaign to counter homophobic prejudice, created by brand consultancy Roger Felton Associates.
The group was appointed to rebrand the trust earlier this year and has now been appointed to run its literature and advertising accounts alongside the brand work.
RFA has designed ads to appear in the consumer press and cinemas, plus mailpacks for the campaign. It will seek to “marginalise the homophobe” in the same way that a gay person can be marginalised in everyday life.
The campaign is due to start next month.
RFA founder Roger Felton says the group had to increase awareness of the word “homophobia” because so many people were unfamiliar with it. “With that clarity [achieved] we could develop an intelligent design that tackled the issue in an amusing way, but with real impact,” he says.