An unusual campaign for a financial Web site aimed at gay men and lesbians is approaching a serious issue with humor.
The online and offline campaign for Gfn.com, which will begin tomorrow, depicts stereotyped responses by old-fashioned bankers and brokers to gay customers. In one ad, a man says: "You’re partners? Oh! Then this must be a business loan!" In another ad, a man says: "You’re gay! Well, I’m feeling quite happy myself."
"The goal is to demonstrate that the financial world, historically unwelcoming and often exclusionary to gays and lesbians, is no longer a closed ‘club’," said Walter B. Schubert, chairman and chief executive at Gfn.com, the Gay Financial Network in New York, which offers information on investing, personal finance, real estate and insurance. "This is a campaign of inclusion."
The campaign, with a budget of $6 million, is to appear on Web sites; in magazines like Business Week, Entertainment Weekly, Fortune and Money; in publications aimed at gay men and lesbians like HX; and in The Wall Street Journal. The campaign was created by Mad Dogs and Englishmen in New York and the media was bought by the Wilson Media Group in New York.
Stuart Elliott, The New York Times. February 17, 2000.
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