Everybody should be gay except for gay people.
(click ads) Amnesty International wanted to raise awareness of the heightened discrimination and persecution gay people suffer in Hong Kong. I'm not sure these cheerily art-directed people-typeface ads with head-scratching headlines effectively do the job (the third ad reads: "Make more people gay today"). Just saying "gay" a lot probably won't do much to change the environment—though on the plus side, at least there's no mistaking what the subject matter is. Previously in: gay discrimination awareness posters. Previously in: marketing AIDS prevention to gays. Previously in: marketing to gays.