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.”


  • 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

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