Shoppers and parents are noticing provocative billboards from the Them Before Us “Greater Than” campaign, and communities are responding with outrage, education and solidarity; here’s what’s happening, why it matters, and practical ways to push back against attacks on queer families.

Essential Takeaways

  • Visible provocation: Them Before Us has placed billboards claiming “No child has two dads, no child has two moms,” aimed at undermining marriage equality and queer parenting.
  • Organisational backing: The billboard effort is part of the Greater Than coalition, linked to more than 50 anti-LGBTQ+ groups and funded in part by conservative backers.
  • Emotional impact: Local leaders and parents say the messaging stings , children may be confused or hurt, and families feel targeted.
  • Tactical pushback: Communities are responding with education campaigns, local ordinances, counter-messaging and legal scrutiny.
  • Practical options: Report hateful advertising to platforms, organise inclusive community events, support local queer services and document incidents for advocacy groups.

What the billboards say , and why people are upset

The billboards use blunt language to challenge the reality of queer families, and they’re designed to be seen: large lettering, simple wording, a website link. That kind of stark message lands hard in small towns and suburbs where passers-by can’t avoid it. Local Democratic candidate Jeff Givan told WTVG he’s concerned about children seeing the signs and being forced to confront hateful explanations from adults, and that sentiment is echoed by parents and advocates who say the ads stir fear rather than conversation. These public displays are meant to be provocative; they also have a real emotional cost for people already feeling vulnerable.

Who’s behind it and what their goal is

Them Before Us, led by Katy Faust, sits inside the wider Greater Than campaign , a coalition of more than 50 organisations pushing to roll back marriage equality in the courts. The push grew louder after the overturning of Roe v. Wade, which signalled the Supreme Court might revisit other landmark rulings. Reporting has also linked major donors, including Hobby Lobby interests, to funding for efforts aimed at reversing Obergefell v. Hodges. That makes this less an isolated stunt and more a coordinated strategy to normalise opposition to queer families across many states.

How communities are countering the messaging

People aren’t taking the billboards lying down. Some towns have organised vigils, family-friendly events and visible counter-billboards or posters that celebrate diverse households. Others have used social media to rapidly flag locations and coordinate responses. According to community organisers, rapid local mobilisation does two things: it gives families visible support where they need it, and it turns a negative attention-grabbing moment into an opportunity for outreach and education. If you live nearby, joining a local Pride group or queer family network is a practical first step.

Legal and ad-platform routes to challenge the ads

Advertising space is governed by rules, and companies that rent billboard space answer to neighbours and clients. People have lodged complaints with local authorities and, where possible, with the outdoor advertisers themselves. That’s not always straightforward , political advertising gets extra protection , but documenting the ads, sending polite but firm complaints to landlords and advertisers, and involving local councillors can shift outcomes. Advocacy groups also recommend capturing photos, noting exact locations and timestamps, then sharing that evidence with legal or civil-rights organisations so they can assess options.

How to talk to children and neighbours when you see a sign

Keep it simple and calm. If a child asks about a billboard, reassure them that families come in different shapes and that love is what matters in a home. For older kids, use the moment to explain that some people disagree about family structures, but that laws and communities protect families regardless of who the parents are. Neighbours and colleagues might be unsure how to respond; a short note, a neighbourhood meeting or an invitation to a community coffee can turn confusion into conversation. Human contact and everyday kindness are among the most effective counters to fear-based messages.

What this means for the future of marriage equality

This billboard push is part of a broader legal and cultural campaign with clear ambitions: challenge Obergefell and recast public attitudes toward queer parenting. That’s why local responses matter more than ever , national court fights are distant for many people, but a roadside poster is immediate. Supporting trusted organisations, staying informed about local ballot measures and supporting pro-equality candidates are practical ways to protect rights that could be targeted next. The stakes are both legal and lived: families want to be seen and treated as equal.

It's a small change in how people talk that can make every day feel safer for queer families.

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