St Matthew-in-the-city Digital St Matthew in the City, Gay-Dar: Gay-Dar by Whybin\TBWA Auckland

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St Matthew in the City, Gay-Dar: Gay-Dar

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Industry Public awareness, Political/Religious/Trade Organizations
Media Digital, Interactive & Mobile
Market New Zealand
Agency Whybin\TBWA Auckland
Executive Creative Director Andy Blood
Art Director Frank Turner Whybin Tbwa
Creative Ryan Price Whybin Tbwa
Account manager Tineke Van Der Walle, Ross Mcwhirter, David Walden
Released June 2011

Credits & Description

St Matthewâs is a progressive Anglican church, whose goal for a diverse and inclusive congregation was being crushed by a homophobic moratorium passed down through the order. It urged New Zealand bishops not to ordain openly gay or lesbian individuals as deacons, priests or bishops. The consequences of this homophobic stance by the Anglican Church were dire for St Matthewâs, resulting in the resignation of a much loved and respected gay staff member. St Matthewâs were disgusted by this discriminatory behaviour shown by the Anglican church, and had one small billboard to start the push for change.Whybin TBWA took the one of oldest and most recognised symbols in the word, and combined it with popular culture to create Gay-Dar. With a moveable cross, the billboard gained attention and encouraged interaction from passers-by. While uncovering the Anglican Churchâs shameful secret, Gay-Dar fuelled discussion by presenting this very prickly subject in a fun and contemporary way. Through blogs and news reports, Gay-Dar travelled around the world, directing people to sign an online petition. The signatures rolled in and we made believers of many people, showing that even a church can put its faith in advertising.
Category: Charities & appeals
Client: St Matthew in the City
Agency: Whybin TBWA
Country: New Zealand
Campaign file: Download campaign file
Executive Creative Director: Andy Blood
Copywriter: Ryan Price
Art Director: Frank Turner
Creative: Ryan Price
Account manager: Tineke van der Walle
Account manager: Ross McWhirter
Account manager: David Walden