NOH8 Campaign

The NOH8 Campaign is an American LGBTQ-equality and human-rights advocacy initiative created in 2009 by photographer Adam Bouska and partner Jeff Parshley. It emerged after California voters approved Proposition 8 on November 4, 2008. Proposition 8 amended the California Constitution to prohibit same-sex marriage, and its passage prompted a broad wave of grassroots organizing, protest, and public education. NOH8 developed a distinctive photographic form of silent protest: participants pose against a white background with duct tape covering their mouths and the campaign mark, “NOH8,” painted on one cheek. The covered mouth represents voices being silenced by Proposition 8 and by comparable discriminatory laws, while “H8” uses internet-era spelling for “hate” and echoes the campaign’s criticism of “Proposition H8.” Rather than operating primarily through conventional political advertising, NOH8 built recognition through participatory photography, online circulation, public appearances, social-network distribution, and celebrity and community involvement. Both LGBTQ participants and allies have taken part in photo sessions, and the resulting portraits have been shared through the campaign’s website, Facebook, Twitter, and other online channels. Independent photographers, schools, student groups, and local organizers have also arranged related shoots, extending the visual language beyond the campaign’s original California setting. The campaign’s imagery became especially suitable for social media because each portrait functioned simultaneously as a personal statement, a recognizable piece of campaign branding, and a shareable call for equality. NOH8’s early communications included public-service announcements, including an initial PSA released in May 2009 and a second video, “Coming Out,” released in August of the same year. Its public program also included symbolic civic observances, such as the proposed NoH8 Day in West Hollywood, and participation by entertainers, pageant figures, athletes, professional wrestlers, and other public figures. Supporters have included people who contributed photographs, memorabilia, public endorsements, performances, and awareness activities. The campaign’s slogans have included “NOH8,” “No Hate In My State,” “No Hate Worldwide,” and “All Love No Hate,” reflecting an expansion from a specific California marriage dispute toward a broader message of acceptance. The legal environment that inspired NOH8 changed significantly after its creation. Proposition 8 was challenged in federal court, and the Ninth Circuit Court of Appeals affirmed a lower-court ruling in 2013 that effectively prevented the measure from being enforced. The campaign nevertheless broadened its stated concerns beyond marriage litigation to discrimination, bullying, gender equality, and human equality. This shift allowed NOH8 to remain a general-purpose visual advocacy platform rather than a single-issue reaction to Proposition 8. In November 2010, the campaign received approval as a public-benefit charity from the California Attorney General’s office, enabling it to operate as a 501(c)(3) nonprofit corporation. Its public-facing model combines education, advocacy, social media, community participation, and visual protest. NOH8 is best understood as an advocacy brand and charitable campaign rather than a commercial product company: its principal “offerings” are photo shoots, public-service communications, digital activism, educational messaging, and opportunities for supporters to identify publicly with equality and anti-hate principles.

The NOH8 Campaign was formed in 2009 in the aftermath of California’s approval of Proposition 8 on November 4, 2008. The measure amended the state constitution to prohibit same-sex marriage. Its passage generated substantial grassroots activity among LGBTQ communities and allies, creating the political and cultural context in which photographer Adam Bouska and Jeff Parshley established NOH8. The campaign’s defining format was a silent photographic protest. Participants posed with duct tape over their mouths, symbolizing the suppression of LGBTQ voices and the silencing effect of discriminatory legislation. The letters “NOH8,” painted on one cheek, combined “NO” with “H8,” an abbreviated spelling of “hate.” Critics of Proposition 8 had used “Proposition H8” as a rejection of the measure’s official numbering and as a statement about its perceived discriminatory character. The portraits were generally presented in a consistent visual style, allowing images of celebrities, activists, ordinary participants, and allies to form a unified campaign identity. NOH8 used its website and social platforms to distribute the portraits and invite further participation. Facebook and Twitter helped supporters circulate campaign images through personal profiles, while local photographers and student organizations organized additional photo sessions. The approach turned advocacy into a visible act of participation: people could join a shoot, receive a campaign portrait, and use the image to signal support for marriage equality and broader human-rights principles. The campaign also extended its messaging into virtual environments, including a Second Life initiative. Its early public communications included a public-service announcement released on May 25, 2009, followed by the “Coming Out” PSA on August 12. In November 2009, NOH8 announced that West Hollywood planned to designate December 13 as an official NoH8 Day. The campaign attracted support from public figures connected with entertainment, pageantry, professional wrestling, and popular culture. These supporters helped the campaign reach audiences outside established LGBTQ advocacy organizations. Some participated in photo shoots, while others promoted the cause through performances, donated memorabilia, clothing, social-media imagery, or public appearances. The campaign’s legal and political context changed in 2013, when litigation over Proposition 8 resulted in the Ninth Circuit Court of Appeals affirming a lower-court decision that effectively overturned the measure. NOH8 did not end with that legal development. Instead, its stated scope widened from opposition to one California ballot initiative to a broader program addressing LGBTQ marriage, gender equality, human equality, discrimination, bullying, and acceptance. Slogans such as “No Hate In My State,” “No Hate Worldwide,” and “All Love No Hate” expressed this broader orientation. On November 5, 2010, the California Attorney General’s office approved the campaign as a public-benefit charity. This status allowed it to operate as a 501(c)(3) nonprofit corporation. The resulting organization combined charitable advocacy with a highly recognizable brand system: monochrome portraits, duct-tape symbolism, the NOH8 cheek mark, and concise slogans designed for both physical events and online sharing. Its historical importance lies less in commercial scale than in demonstrating how a campaign could merge participatory photography, celebrity visibility, grassroots organizing, and social media into a durable public advocacy identity.

• 2013

  Proposition 8 effectively overturned

  [1]NOH8 Campaignen.wikipedia.org

  The Ninth Circuit affirmed a lower-court ruling that effectively prevented Proposition 8 from being enforced.

• 2010

  Recognized as a California public-benefit charity

  [1]NOH8 Campaignen.wikipedia.org

  The campaign received approval from the California Attorney General’s office on November 5 and operated as a 501(c)(3) nonprofit corporation.

• 2009

  NOH8 Campaign established

  [1]NOH8 Campaignen.wikipedia.org

  Adam Bouska and Jeff Parshley created NOH8 as a photographic silent protest against Proposition 8 and related discrimination.

• 2009

  First public-service announcement released

  [1]NOH8 Campaignen.wikipedia.org

  NOH8 released its first reported public-service announcement on May 25.

• 2009

  “Coming Out” PSA released

  [1]NOH8 Campaignen.wikipedia.org

  A second public-service announcement, “Coming Out,” was released on August 12.

• 2008

  California voters approve Proposition 8

  [1]NOH8 Campaignen.wikipedia.org

  Proposition 8 passed on November 4, amending California’s constitution to prohibit same-sex marriage and creating the immediate context for NOH8’s formation.

A participatory visual-protest and social-media advocacy campaign using recognizable monochrome portraits, silent-protest symbolism, and public participation to promote LGBTQ equality and opposition to hate, discrimination, and bullying.

• Advocacy event · 2009

  NOH8 Portrait Photo Shoots

  The campaign’s signature participation format features subjects photographed with duct tape over their mouths and the NOH8 mark painted on one cheek. The portraits function as both personal expressions of support and standardized campaign media suitable for websites, social networks, public displays, and supporter profiles. Sessions have included LGBTQ participants, allies, celebrities, and community groups.

• Advocacy media · 2009

  NOH8 Public-Service Announcements

  NOH8 produced short-form public-service media to communicate its opposition to hate and discrimination. The first reported PSA appeared in May 2009, followed by “Coming Out” in August. These videos complemented the campaign’s photographic identity by presenting its equality message in a format suitable for online distribution and public awareness work.

• Digital advocacy · 2009

  NOH8 Social-Media Advocacy

  The campaign uses online networks and shareable supporter portraits to extend its reach beyond physical photo sessions. Facebook and Twitter were specifically used to circulate images and messages, while slogans such as “No Hate In My State,” “No Hate Worldwide,” and “All Love No Hate” provided adaptable language for local and international participation.

• 2014WWE NOH8 Support

  United States

  Darren Young publicly wore a NOH8 hoodie during a WWE event, and multiple WWE wrestlers later participated in a NOH8 photo shoot.

  Outcome. The activity connected the campaign’s anti-discrimination message with professional wrestling audiences and public LGBTQ visibility.

  Source
• 2011Attention Please

  United States

  Darryl McDaniels and Pauley Perrette were associated with a music video whose proceeds were donated to NOH8, combining entertainment visibility with fundraising and awareness.

  Outcome. The initiative provided financial support and additional public exposure for the campaign.

  Source
• 2009Original NOH8 Silent Photographic Protest

  United States

  A participatory portrait campaign created in response to Proposition 8. Duct tape over participants’ mouths represented silenced voices, while the NOH8 mark made each image part of a recognizable collective protest.

  Outcome. The format became the campaign’s central identity and spread through social networks, independent photo shoots, student groups, and supporter profiles.

  Source
• 2009NoH8 Day

  West Hollywood · United States

  NOH8 announced that West Hollywood planned to recognize December 13 as an official NoH8 Day, giving the campaign a local civic observance connected to its anti-hate message.

  Source

• 2013

  Broaden the mission beyond Proposition 8Strategy

  Background

  Proposition 8 was effectively overturned through federal litigation, reducing the need to define the campaign solely around that particular California measure.

  Action taken

  NOH8 expanded its stated focus to discrimination, bullying, gender equality, human equality, and acceptance more generally.

  Aftermath

  The campaign retained its original visual language while presenting itself as a wider anti-hate and equality initiative.

  Source

• 2010

  Formalize operations as a public-benefit charityOther

  Background

  NOH8 had developed from a photographic protest into a broader education and advocacy initiative.

  Action taken

  The campaign obtained approval from the California Attorney General’s office as a public-benefit charity and operated as a 501(c)(3) nonprofit corporation.

  Aftermath

  The status provided a formal charitable structure for continued advocacy and public-awareness activities.

  Source

• 2009

  Adopt participatory photographic protest as the core advocacy modelStrategy

  Background

  The campaign was created after Proposition 8 passed and sought a highly visible way to represent the perceived silencing of LGBTQ voices.

  Action taken

  NOH8 standardized portraits featuring duct tape over the mouth and the NOH8 mark on the cheek, then distributed the images through online networks and public events.

  Aftermath

  The visual format became the campaign’s signature and enabled participation by celebrities, allies, community groups, and ordinary supporters.

  Source

1. 1NOH8 Campaignen.wikipedia.org
2. 2NOH8 Campaign official websitenoh8campaign.com