service issue, the MBTA is letting

its hangups hang out, since the gay campaign is no less of a public service than the scores of other advertisements which plead for the public recognition and understanding of the dozens of quirks in our society from dyslexia to drug abuse. But then again, Gay Media

Action isn't placing its campaign through

a large agency which also controls millions of dollars of nonpublic service business which

could be

used as

on-the-stick Transit

tion."

to

a sort of carrot-

induce

Metro coopera-

Advertising's

By this time, the Rhino had be-

come something of a cause in it-

self. Lavender

Rhino, buttons enjoyed a brisk business. Protests mounted with hundreds of letters, some from concerned legislators.

Most significantly,

pressure came from the chairman of the Joint Legislative Committee on Transportation, Senator Edward L. Burke, whose committee deals directly with the MBTA's funding.

Still,

the ro Transit stood fast, backed by the Court in a similar decision involving a local non-profit abortion clinic.

Rhino was caged. Met-

Gay Media Action-Advertising and its attorney, Richard Rubino, made plans for a suit. But GMA ultimately that the

decided

months of delay, the chance of success in court and waning public interest made it necessary to proceed with the campaign, paying at the commercial rate.

The original plan for 400 posters had to be drastically reduced, but in December of 1974, the first

of the series appeared-one poster

in every other car of the subway

line with highest usage. January

saw the "come out, come out" ad, and in February, the Lavender Rhino joined all the other beasties to give pause to strap-hangers of

all colors and persuasions.

"An awfully expensive success" is the way Bernie Toal characterizes the Rhino's run. "We must continue to raise funds to pay the Rhino's debts. Over and above that, we may be utilizing the community's resources better to contribute to other ongoing activities instead of developing another Rhino subway campaign.

"It's been a long haul, but people didn't give up. We have shown that the gay community is willing to put extended effort into its programs. The precedent is really wonderful, for gay people have finally broken through into the straight media."

What weighs a ton, is horny, and screams of lavender? Boston knows. And the cage door is open.

(Ed. Note: The Lavender Rhino image is protected under the copyright law and a Trademark is

pending. Those persons or groups who would be interested in developing their own campaign around the Lavender Rhino should submit a proposal of their plans to Lavender Rhino, Inc., 7 Water St., Boston, MA 02109. Also available is a price list for T-shirts, buttons, posters and other materials. The three graphics of the Lavender Rhino subway campaign that are presented here have been modified to conform to the layout and design requirements of the ADVOCATE. Actual reproductions of the original posters can be obtained from Lavender Rhino, Inc.)

From childhood's hour

I have not been

as others were,

I have not seen

as others saw...

Edgar Allan Poe

Come out, Come out, Wherever you are.

Things are changing.

Gay people are not invisible anymore;

But then again,

We never really were.

May 7, 1975

THE ADVOCATE

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