Would you bully left-handed people, asks gay rights campaign
Anti-depression group Beyondblue and charity Movember have joined forces to fight discrimination against gay people.
Being left-handed is used as a metaphor for being gay in the ads, referring to the practice of past generations which forced children born left-handed to use their right hand, as this was considered to be “correct”.
“Imagine being made to feel like crap just for being left handed,” the campaign states.
Chairman of Beyondblue, Jeff Kennett said: “Beyondblue research shows that, discrimination and bullying are major contributing factors to depression and anxiety, and risk of suicide.”
“GLBTI people are at least two to three times more likely to experience depression and anxiety than the broader population and are at greater risk of suicide and self-harm. Almost half hide their sexuality or gender identity in a range of situations fearing violence or discrimination – with young people aged 16 to 24 years more likely to do so than any other age group.”
The campaign has also taken to Facebook, where videos feature real life stories of discrimination.
John Akritidis, creative director of the agency behind the campaign, Marmalade, said: “The campaign represents an important piece of work for the agency on an incredibly challenging subject. The individuals we met were brave and their stories were exceptional. In fact, the more we heard the more determined we became to shine a very bright light on this issue.”
The campaign is also running across 11 gay and lesbian magazines, 12 websites and mobile apps nationally. The element of the campaign targeting the gay community encourages people experiencing anxiety or depression to contact Beyondblue for help.
Ben Mulcahy of Pink Media Group said: “It is brilliant to have Beyond Blue supporting the GLBTI community with this campaign. Pink Media Group and our media partners are seeing this as one of the most important campaigns we have ever run.”
Credits:
- Client: beyondblue
- Head of Marketing and Brand Management: Janine Scott
- General Manager Marketing and Communications: Fiona Athersmith
- Project Manager GLBTI and Priority Communities: Megan Hansford
- Indigenous and Priority Communities Program leader: Lynell Angus
- Agency: Marmalade Melbourne.
- Executive Creative Director: Neil Mallet
- Creative Director/Writer: John Akritidis
- Art Director/Writer: Frank Trobbiani
- Agency Producer: Beaver
- Account Management: Lisa Gumbleton, Victor Maree, Hayley Sims and Pip Duncan
- Production Company: Guilty
- Director: Corrie Jones
- Production Company Producer: Rohan Timlock
- Media: Pink Media Group
I think that was a really trivial way of comparing it to the things LGBT people go through. Somehow the left-hand thing was just too far removed.
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So by extension, if Sydney held a massive festival for lefties, and the righties said “Let’s have exactly the same thing but for right-handers”, I bet there’d be a outcry that righties doing what comes natural to them would be offensive, but for lefties it’s all okay because, hey, they’re lefties?
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My mum who was naturally a leftie, was forced to use her right hand for writing at school. Her party trick was to write her name with both hands at the same time . . I have never seen anyone else do it.
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>I think that was a really trivial way of comparing it to the things LGBT people go through. Somehow the left-hand thing was just too far removed.
You obviously were too young to remember the era when young children were forcibly made to switch to using their right hand, leaving many with permanent speech impediments and other difficulties.
And by “forcibly” I mean often through physical punishment, anything from rapping a left hand with a ruler, to caning a small child.
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I thought it was good – showed how ridiculous homophobia is..
Mind you I think it would have been better if they showed a homosexual run world where the straight people were persecuted for not being gay…
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I hate being gay and left handed!
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I reckon this is a brilliant campaign.
@unimpressed it is not about ‘comparing’ it is about helping people identify with the concept, so it makes very good sense to identify with something people consider different, but normal.
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totally behind the fight against discrimination but lefties are still weird
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Happy to be gay and left handed. 😉
I really like the campaign and will be sharing it.
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Great campaign! The concept is a great way to show how ridiculous homophobia is…
However I totally agree with comment 5. I feel it would have had more of an impact by showing a homosexual run world with straight people feeling out of place.
Your sexual orientation basically impacts every aspect of your life and not only influences what you want to do but your emotions as well. Imagine being in love with someone and having to hide that
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Also gay and left handed. I like the campaign, particularly the end shot of the parents discussing the “phase”. This type of scenario is familiar to many young people, whether they be gay, or simply wear a less conventional hairstyle. I like the broader message of Be Yourself and think the tvc executes it very well. Well done to all involved.
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As someone who has transitioned M 2 F and was sitting on the couch with my partner watching the add several times, I thought it was great, from where I stand and the path I travelled any help to those who are on the same path is great, its long, its hard, it takes u to the edge, it never seems to finish, the key is support, inner strength and self acceptance, great ad, thanks
PS – trouble finding the website though
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I am symatheric and supportive of LGBT issues and firmly against discrimination, but as a left hander who is challenged daily in a right-handed equipped workplace I find this ad highly offensive.
Why would Beyond Blue seem to trivialise a miniority group and suggest that our issues are non-existent or irrelevant? Are they suggesting that all left-handers are treated equal, just like LGBTs should be? Because we’re not, and this ad campaign is just pushing our struggle backwards.
Now when I complain to my company about aches caused by right-handed equipment, not only do they continue to dismiss me as petty, they now think i might be suggesting I’m gay.
I say stick to the issue Beyong Blue, and either support our discrimination, or ignore us, but don’t abuse our issues just to make an illustration.
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Yes!
Left handed people are sinister, the Devil’s spawn!
Call for the Excorcist immediately!
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Its interesting the way different people interpret the ad, I actually thought it brought attention to left handers and that it wasnt acceptable to discriminate against them, that what seems fun and a small jibe to some is devastating to others,
I work in the mining industry and it can be a pretty hard workplace, for many they would consider this fun, I thought the ad showed that what they see as a small issue and a passing comment from them really isnt acceptable. I suppose we all take what we need from the ads, I didnt look at it singling out groups but giving an illustration on where depression can start and I come from a pretty minority group I think….
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I REALLY HATE THIS! (I am a lefty and straight)
I was NEVER discriminated for my left-handedness until now! Thanks to this ad I now receive notes in my locker, called freak, laughed at, called a demon- ALL BECAUSE OF THIS! I am not mad at them I am mad at YOU! And of course, there are those people who are proud of being LEFTY and GAY and NOW EVERYONE THINKS that because I’m LEFTY I AM GAY- when I’m not! I am receiving more bullying NOW than I have in my WHOLE LIFE!
THANKYOU TO WHOEVER MADE THIS VIDEO- I hate you. Because you thought everything was WRONG before this BUT NOW IT IS WORSE! MY LIFE IS EXACTLY WHAT IT IS NOW IN THAT VIDEO BECAUSE THEY KNOW HOW TO PROPERLY BULLY A LEFTY!
Please, leave it how it is. You have screwed up my whole life.
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After being bombarded with this crap, neither of these supposed charities will ever get another cent from me. put the donations you get into something worthwhile.
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What I don’t get is why it is ok for beyond blue to make an ad about gay bullying and belittle left handed people getting bullied.
I grew up getting bullied for being left handed. I saw this ad and it make it all come back. I then heard the end of the ad and I realised that still no one cares if you were bullied about being left handed. It only seems to matter if you were bullied about being gay.
Yes there should be ads about bullying as it is wrong NO MATTER what.
They should of made an ad about being gay and being bullied and not hide behind the metaphor of being left handed.
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As a left handed person, I find the ad offensive being likened to gays. Goodbye Movember.
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LOL
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I am OFFENDED at this ridiculous campaign! How dare you compare being left – handed to being gay or other?? Beyond blue you are beyond belief!! You will never have one cent or one percent of my support. You have only succeeded in alienating many.
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