I am a huge fan of taking back words and disempowering them so they no longer have the same painful impact. I love that these sexy gay ruggers did exactly that in this brilliant campaign.
Pink News writes, "The Jozi Cats are South Africa’s first openly inclusive gay rugby team.
After starting up in early 2016, the team began their campaign in the world of rugby with a photo shoot that was designed to challenge masculine stereotypes that surround the sport. The shoot presents the players in provocative poses in front of images that contain homophobic slurs."
I think this is a creative approach, and it must be working because I am blogging about it all the way over here in Boston Massachusetts!
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