How Hetero Are You?

Client: Stockholm Pride

Agency: Akestam Holst

In order to raise awareness about gay rights Stockholm Pride launched their website entitled "How Hetero Are You?" The site encourages users to submit their Twitter name and then automatically sifts through their tweets and generates their percentage of heterosexuality based on key words found in their tweets. The goal of the site is to let straight men know that they might actually be less macho  than they presumed they were, resulting in more tolerance for gay rights activists.

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(page 166 in Goodvertising)