When I was in college, a local human rights group posted up signs around campus one Monday. They read:

On Wednesday
Wear Blue Jeans
If You Are Gay

This is brilliant marketing. On Wednesday morning, you needed to have a discussion with yourself. "Should I wear jeans?… if I’m in the closet… or if I’m supportive of the quest for rights… or if I don’t want to stand out… what will it mean if I don’t wear jeans? Or if I wear jeans and didn’t know about the sign…"

This, of course, was precisely the point. It started internal debate which led, all day, to spoken discussion. Which raised the issue.

A huge amount of marketing is about "in" or ignore. This is about "in" or "out." By forcing people to make a choice, they created a conversation.

Check out what happened in Nova Scotia last week.