Ads urge LGBTQ people to leave Florida, Texas for Massachusetts — but it’s complicated
Those driving along highways in Florida and Texas will soon see billboards urging them to travel to Massachusetts instead, courtesy of the state’s new Pride campaign.
Maura Healey, Massachusetts’ first openly lesbian governor, posted photos of the billboards on Twitter on June 26.
“Today, billboards just like these went up across Florida and Texas,” she wrote. “Happy Pride everyone.”
A statement from the Massachusetts Office of Travel & Tourism elaborated on the messages, saying they were intended to promote the state as a safer and more welcoming living or traveling option for people from all walks of life, including LGBTQ+ people.
The campaign, called “Massachusetts For Us All,” features photos of LGBTQ+ couples in the state.
“At a time when other states are misguidedly restricting LGBTQIA+ rights, we are proud to send the message that Massachusetts is a safe, welcoming and inclusive place for all,” Healey said in the statement. “To anyone considering where they want to live, raise a family, visit or build a business — we want you to join us here in Massachusetts.”
Comments on Healey’s tweet show residents of Florida and Texas — whether longtime or brand new — are conflicted about the suggestion.
“As a FL LGBTQ+ rights activist, I find this so out of touch and frankly disappointing,” Jack Petocz said. “Performative stunts like this do nothing.”
Petocz attracted national attention last year when he organized a massive student walkout in Florida schools to protest the state’s Parental Rights in Education law, better known as “Don’t Say Gay.”
Some disagreed with his implication that Massachusetts’ campaign was performative.
“FL is unsafe for the trans community. Mass is safe and welcoming,” someone said in a reply to Petocz’s comment. “Letting fleeing families know of a safer place to go is not performative, it’s a lifeline.”
Petocz assured the commenter he understands “how dire the situation is in Florida” but stood by his statement that the advertisement wasn’t doing any good.
“Families setting up GoFundMes to flee aren’t relocating to MA. They know NE is safe,” he said. “This was designed to drive engagement online.”
Another commenter to Healey’s post echoed the sentiment and suggested the cost of living in Massachusetts is too expensive for many fleeing families to afford.
“If you want to stick it to Texas and other red states in a non-performative way you should consider fixing the cost of living crisis that prevents LGBTQ people who might otherwise move to Massachusetts from doing so,” they said.
Others said they were inspired by the message of love and acceptance.
“These are great! I hope this shows that we are a loving and accepting state and we welcome everyone (and their business),” someone wrote.
One poster said they had found that very refuge mentioned in the billboards in Massachusetts.
“So happy to be home in MA after too many years in FL,” they said. “Happy Pride.”
Others showed their support for the message, writing simply that they “love it.”
“We really are a refuge for those just looking to be themselves,” someone wrote, sharing heart emojis to represent the colors of the rainbow.
