LEAVINGSTONE

Instead of reecting on the difculties caused by homophobia, double societal standards were emphasized in the video: when homophobia or hatred of people is acceptable in society but samesex love is prohibited and punishable. The scene of family environments is used in the video, a case similar to an individual's 'coming out.' For the purpose of emphasizing the controversy the scene was developed in a parallel reality mode.

Homophobes are accepted in society and they freely express their aggression towards the LGBTQ+ community whose appearance in public can be dangerous. It was quite a challenge for the agency to deal with this issue in only one video clip. Despite this challenge, the video managed to raise the issue of homophobia in society. Radical homophobes were not the target audience of the campaign as it is impossible to change their opinion with just one clip; thus, their aggressive comments about the video were expected in advance. Many of the LGBTQ+ community's representatives have used this video while having discussions with homophobes.