Gay dating website Manhunt will erect a saucy billboard featuring two shirtless men in a near-kiss embrace.
The highly targeted billboard will go up on January 30 on Sydney’s Crown Street in Darlinghurst, home to a large gay population. The campaign, which runs for one month, is designed to promote Manhunt’s revamped mobile site.
The billboard may raise the ire of conservative interest groups such as the Australian Christian Lobby (ACL), which campaigned against the ‘Rip & Roll’ bus shelter ads in Brisbane last year, featuring two fully clothed men embracing.
Out-of-home advertising was the subject of two parliamentary inquiries last year, with some groups including the ACL arguing for more stringent standards over content. The Manhunt campaign has been approved by both the Outdoor Media Association and out-of-home media owner APN News & Media.
The campaign was developed in-house by Manhunt with Pink Media Group responsible for media placement. Manhunt is one of the world’s largest dating websites with four million users globally. There are currently 65,000 Australian profiles on the site.
