Last year, manufacturing giant Procter and Gamble took an historic first step. After sanctioning gay marriage for their employees, they filmed their first ever gay-inclusive ad campaign — for Tide laundry detergent. The spot was shot and intended to air in the United States. Instead, in December 2014, it began to play in Canada as "a testing ground for potential rotation" in America.

Thanks to social media, the worldwide response was tremendous. Over a quarter of a million people watched it on YouTube, shared it on Facebook, tweeted about it and even called Tide, urging them to air it in the United States. The spot was named "#1 Commercial of the Year" by the Logo Network and called "The Superbowl Commercial We Want To See" — but it still didn't air in the U.S.  

Then "Upworthy" published a heavily-circulated article asking why the spot had not been seen stateside. The American public was clearly ready for Procter and Gamble to embrace its gay and gay-friendly consumers like many of its competitors already had — but to date, this industry leader has not responded to a single media or consumer inquiry about their decision. It just doesn't add up:  Why would P & G come out in support of marriage equality for their American employees, then deny that same demographic equal representation in the media? 

On the heels of The Supreme Court's historic decision in favor of gay marriage, please join us, as well as P & G stockholders and members of the Gamble family in asking Procter and Gamble to "turn the Tide" and bring this long-overdue message of consumer inclusion to US airwaves. Let them know that our money spent as LGBT and LGBT-friendly consumers is worth their money spent as advertisers (a fact that Tylenol, Chobani and Wells Fargo have successfully capitalized on recently). Tell them that their courage will not only generate greater sales, it may even save lives.