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.
