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Queercompany's decision to pass its £1m advertising account from St Luke's to Anti-Corp — a two-man team in Hackney — has resulted in a provocative advertising campaign.

Queercompany's decision to pass its £1m advertising account from St Luke's to Anti-Corp — a relatively unknown, two-man advertising team in Hackney — has resulted in a provocative advertising campaign that has generated hundreds of thousands of pounds worth of free publicity for the Web portal.

'Thank God for Women', the poster screams out from the giant Centre Point billboard on London's Tottenham Court Road. The image is a Calvin Klein-ed interpretation of lesbian eroticism.

According to Queercompany's chief executive, Dominic Richards, "Our intention is for people to see themselves represented and form a link with us. The ad is intended to generate a sense of pride."

Queercompany launched in November with £3.5m venture capital. As a gay portal, it aims to attract users from all sides of the gay scene. It's revenue model is based on advertising, taking advantage of the lucrative 'pink pound', by presenting advertisers with a platform on which to present mainstream advertising without making an association to the more pornographic elements of other gay portals.

Richards explained that the St Luke's campaign used traditional mainstream gay advertising techniques, depicting gay & lesbian people as highly sexed, high networth individuals. The Anti-Corp pitch, however, matched his preference for a more diverse depiction, not conforming to traditional gay advertising stereotypes.

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Published 8 February, 2001 by NMA Staff

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