WATCH: 'It's deeply disappointing but it's not gay' - Ad challenging negative use of the word 'gay' goes viral
A New Zealand ad is going viral thanks to its simple but powerful message.
The ad, created by LGBT rights charity Rainbow Youth, was released on Sunday on Facebook and is already heading for half a million views.
It shows a farmer dropping his pie on the round and exclaiming, 'Ah, gay'. His friend says, 'Actually Nigel that's not gay at all. it's deeply disappointing but it's not gay. Look bro, unless that pie is a man who loves another man then it's not gay."
Another farmer interjects, "Or a woman who loves another woman."
The friend then refers to an elderly man standing nearby and says, "Steve's gay" which prompts the pie-dropper to ask, "Steve's not gay. Steve, you're not gay are you?"
Steve replies, "Quite gay."
The brief ad finishes up with the statement, 'If it's not gay, it's not gay.'
Speaking to Stuff, Frances Arns of Rainbow Youth said that misuse of the word "perpetuates homophobia, and can be especially challenging for young people as they're developing their identity."
She added that "gay is an important word within the rainbow community that people use to express their identity and sexuality. It's a positive and empowering term."