Press work for Ivan Massow alerts gays to unequal charges

Ivan Massow, the financial adviser who has specialised in providing advice to the gay community over the past ten years, has launched a national press and poster campaign through Mother.

Ivan Massow, the financial adviser who has specialised in providing

advice to the gay community over the past ten years, has launched a

national press and poster campaign through Mother.



Four initial executions all carry the line: ’You shouldn’t get charged

extra for pensions and mortgages because of what you do in bed.’



They all show familiar signs with a twist. Outside a car park the sign

reads: ’Straight parking pounds 5.50. Gay parking pounds 8.00.’ There

are similar price discrepancies for unleaded petrol, for a full English

breakfast and for a service wash in a launderette.



Ivan Massow said: ’We wanted to get away from stereotypical

double-entendres towards a fresher, more sophisticated message.’



The press work will appear in Wallpaper, Time Out, Elle Decoration and

the Guardian as well as in the gay press. Fly posters will target gay

areas in central London and Manchester.



Andrew Medd, who worked on the account at Mother, said: ’Our initial

research showed that many gay people aren’t even aware of the prejudice

they face in this area until it’s too late. It’s amazing that in the 90s

this kind of institutionalised bigotry still exists. We wanted to show

that there is an alternative.’



Media for the campaign is by Rocket. The ads are the first work from a

new team at Mother - Michael Russoff and Peter Viksten - with

photography by Jack Webb and Adrian Fisk. More work is planned for the

campaign.



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