Rainbow Youth has released its first ever national ad campaign with an appeal for people to stop giving the word "gay" a negative conotation.
The TV ad, which premiered this week, refers to a small change people can make in their daily lives to, according to Rainbow Youth, become a better ally of the LGBTIQ community.
LGBTIQ stands for Lesbian, Gay, Bisexual, Transgender, Intersex and Questioning.
"We chose to address something small that contributes to much larger issues - homophobia, biphobia and transphobia," the group said on Facebook.
The video ad shows two farmers talking about a pie one of them has just dropped on the ground.
Nigel, the "pie dropper", reacts to the incident by called it "gay". The other farmer tells him that, actually, it's "deeply disappointing" that he's dropped his pie, but "it's not gay".
It ends with Steve - another farmer - making the very matter-of-fact admission that he is "quite gay", to the surprise of Nigel.
The video had more than 84,000 views in the first day alone and has been shared nearly 2000 times.
Rainbow Youth has also put together a separate video with top tips on "how to be a good ally" and how to support queer and gender diverse people.