Celebs join 'sexual preference' equality campaign

A who’s who of New Zealand celebrities are backing a campaign that will use the F-word as a campaign slogan.

The What the F**k campaign to be launched on Wednesday by Rainbow Youth and OUTline aims to stop “sexual preference discrimination”.

Lisa Powlesland of agency This Is Mango says the “controversial new video campaign” is “going to have all of New Zealand talking”.

“The campaign makes no apologies for the bold title,” she said.

A campaign launch at the Q-Theatre in Auckland will feature celebrities including Tamati Coffey, Alison Mau, Jackie Clarke, Oliver Driver, Brooke Howard-Smith, Lee Hart, Jo Cotton and others.

Sir Ian McKellen, in New Zealand to film The Hobbit, is also backing the campaign by appearing in a second video at a later date.

Project director Sam Shore of Rainbow Youth says nothing like this, with so many public names, has been tried in New Zealand before.

While many believe discrimination against gays, lesbians and transgender peoples is over, discrimination is still a reality for many, he says.

Rainbow Youth and OUTLine, which run support and counseling services for youth and their families, claims a “massive spike” in demand for its services.

Yet, they receive no government funding and are able to access very little private funding. The event aims to raise funds as well as awareness.

The first video, to be launched on Wednesday, will feature a montage of New Zealand personalities talking about discrimination and what the country can do to fix it.

Mr Shore says he hopes the video will go viral. The campaign will also feature a website, Facebook and You Tube. He doubts the strong language in the video will cause much offence.

“We did much research around other campaigns that are working around the world. We were really conscious that it did not come across as aggressive,” he said.

“It’s the biggest thing we have ever done. We wanted people to pay attention. WTF, it can mean anything you want. Some people will take offence but there are more things to be upset about,” he told NBR Online.

Mango Communications has worked pro-bono on the campaign and Revolution Wines is also sponsoring next week’s launch.

“It would be incredibly expensive [to have such a launch] but everyone is helping,” Mr Shore said.

While members of the gay community will be at the event, the campaign says it needs support from heterosexuals, including the media and the famous, as it is simply about equality.

“We want the message to be open - a good cross section of movers and shakers.”