Just this fall, the Ad Council launched a national celebrity-infused campaign, Think Before You Speak,” featuring Wanda Sykes and Hillary Duff. It focuses on the use of the word “gay,” specifically in teenage lingo when used to describe something that is “dumb,” or “un-cool.” In addition to celebrities, the ad campaign also features an interactive Web site that encourages teenagers to submit their own videos on the topic.
The ads are airing during a time when media is focusing on the anti-gay marriage ballot initiative Prop. 8 that passed in California earlier this month. Now, if we step back from the teen-centered approach and look at the big picture, especially as it relates to California, this campaign can impact more than just teenagers and their use of the word “gay.” I’m referring to how its spokespeople, and specifically Wanda Sykes, can impact the African American community at large.
In a recent blog, I mentioned the significance the votes of African Americans and Hispanics in California had on the outcome of Prop. 8’s passing. Majorities of these two minority groups voted in favor of the anti-gay marriage ballot initiative. Because Wanda Sykes recently came out to the public, partly as a result of Prop. 8’s outcome, she is positioned as a great spokesperson for the ad campaign as she will likely resonate well with African Americans and other minorities in California and, hopefully, will start making progress within the communities.
However, as strongly positioned as the ad campaign is, we have to consider the timing of the campaign as it relates to Prop. 8’s passing, and more importantly, the contradicting messages citizens are receiving. As this recent Mediapost.com article puts it: “this current repudiation of same-sex marriage will only make it harder for the Advertising Council's new effort to educate teenagers about how painful and harassing anti-gay language can be.”
We can question if the ad campaign’s message be heard loud and clear among the noise and confusion Prop. 8 is causing, I personally believe this could not have happened at a better time, now that gay and lesbian equality and issues are top of mind for many. Additionally, I believe the use of an African American spokesperson will really impact perceptions of gays and lesbians within the African American community, and perhaps even they way they vote.
What are your thoughts? Feel free to comment.
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