billboard campaign

The billboard campaign began as advocacy effort, which gained traction in the summer of 2012 when Springfield City Council’s effort to amend the city’s anti-discrimination ordinance to include protections for LGBT citizens was defeated. Although adoption of the amendment was imminent––and would have made Springfield the 14th Missouri city to provide protections––the council backed down in the face of intense opposition, mostly from conservative religious groups.

As a result, PFLAG Springfield initiated a multi-pronged education campaign to inform, educate, and advocate. The billboards have become an effective centerpiece of PFLAG Springfield’s mission and accomplishes three goals:

1. To prompt opponents to consider whether a friend or family member might secretly be LGBT,
2. To remind city council that a significant portion of constituents are LGBT or family members of LGBT individuals, and
3. To demonstrate support and affirmation to the LGBT community during a time of controversy.

PFLAG Springfield knows the billboards are successful from the feedback received through phone calls of individuals reacting to the billboards:

• First, the advocacy effort generates calls from opponents. Callers typically say, “Do you know what the Bible says about being gay?” or “I would like you to tell me who I know and love who is gay.” This demonstrates the message is getting critics to think: even though the statements may be hurtful and ignorant, the act of calling demonstrates an understanding that the LGBT community is supported by active and vocal relatives and friends who are working for equality.
• Second, members of the LGBT community call regularly and share gratitude for the affirmation, knowing they are supported.
• Third, the campaign has heightened awareness of PFLAG of the Ozarks among the general public that drives daily past the highly visible billboards.