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FCK H8 is an online store and activist organization promoting tolerance of the LGBTQ+ community. The group has garnered attention for its celebrity endorsements, as well as criticism for commercially exploiting the movement and blatantly pandering to young adults with provocative slogans.
FCKH8, or SMS shortspeak for “fuck hate,” was launched by LGBTQ+ activist Luke Montgomery, who registered the web domain FCKH8.com in August 2010. At the time of the store launch, the website offered t-shirts and buttons carrying three different slogans (shown below).
In October 2010, FCKH8 released a promotional YouTube video featuring LGBTQ+ activists of all ages delivering an expletive-ridden rant against homophobia (shown below). The video has more than 2.1 million views.
On September 30th, 2013, The official FCKH8 Facebook page shared a scanned image of a letter allegedly written by a grandfather to his daughter chastising her disavowal of her gay son and criticizing her backward-mindedness. The post immediately went viral on Facebook, garnering more than 9,600 shares and 1,360 comments in just over two months.
Pro-Gay Coloring Book Campaign
On October 30th, 2013, FCKH8 announced a new campaign on its official Tumblr blog pledging to deliver 10,000 copies of pro-gay coloring books to Russian children via mail during the 2014 Sochi Winter Olympics, if the post receives more than 100,000 likes. In the press release, the group explained the direct mail campaign as a way to protest against the Russian government’s enforcement of its controversial anti-gay propaganda laws, and secondly, to inform kids in Russia that being gay is okay.
The announcement was mostly met with positive feedback from the Tumblr community, though some expressed valid concerns about the group’s moral reasoning as well as the legal consequences for the potential recipients, most notably from Tumblr user Yanderemeganekko who criticized the campaign as “a method for spreading awareness in the west” and warned that “this will just get people in trouble.”