Saatchi Toronto Spins Campaign with 'Gay' Sweater

A sweater made entirely from hair taken from the heads of over 100 homosexual people has been created to challenge common misuse of the word 'gay' in today's society.

Created by Saatchi & Saatchi Canada for The Canadian Centre for Gender and Sexual Diversity (CCGSD), the campaign was launched at Toronto Fashion Week recently and a web film warrants its purpose with people admitting to have misused the word when defining something.

Appearing ahead of this summer’s upcoming Pride Week celebrations in Toronto, New York, San Francisco and London, The Gay Sweater was created to make people everywhere understand that it is incorrect and offensive to use language like "that’s so gay" to negatively describe something.

#TheGaySweater also aims to raise awareness of the detrimental effects that such misuse of the word ‘gay’ has on LGBT youth.

“The idea for the sweater was born from a desire to educate and encourage everyone to use ‘gay’ the correct way,” explains Jeremy Dias, director of the CCGSD. “We want the conversation that surrounds the gay sweater to inspire those who are using ‘gay’ in a detrimental way to both realise the negative impact their words and actions are having and change their behaviour.”

Along with the sweater, a short film [above] gives voice to youth who have been impacted by the derogatory use of the word and showcases the process that went into creating the one-of-a-kind sweater.

Using the sweater and the film, the CCGSD is hoping to start a much-needed conversation that encourages everyone to think before they use hurtful words like ‘gay’ in a negative way. Follow the conversation and all sweater-related content at this website and by searching the hashtag #TheGaySweater.