This fairly provocative ad was welcomed by a barrage of complaints when it appeared in 2006. Groups such as Christian Watch and the Evangelical Alliance claimed that the ad was 'derogatory, offensive and irresponsible by implying that Christians were responsible for most such homophobic incidences'.
The shock factor here is the combination of the images of blood and the bible (and the implication of violence), things that aren't usually linked. The fact that blood is used implies that all of the incidences of homophobia are physically violent (as opposed to verbal, say), but I say why not, the ad was meant to shock, and there's no point in any half measures in this case. The more complaints the better.
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