The Dog That Moos
"The Dog That Moos" is a campaign that began in in 2006, in response to Amendment 43, which sought to make gay marriage illegal in Colorado. [1]
"Norman is a dog that doesn't bark - he "moos". Watch it to understand and visit www.BornDifferent.org for more information. Born Different is an public education ad campaign from the Gill Foundation out of Colorado." [2]

Born Different's campaign website, July 15, 2006.[3]
Beyond the commercial, opponents to Amendment 43 also put up yard signs featuring mooing dogs.[4]
Community Impacts
...in the storehouse of my memory, fuzzy and imprecise, I only began to think about gay identities because of a dog that mooed like a cow. A metaphor standing in for the gay person who only ever knew how to be that way, gayness entered my life with the “Born Different” advertising campaign, introduced only in my hometown of Colorado Springs, Colorado.
...
I can vividly recall seeing the mooing dog signs in yards and front windows throughout my neighborhood, a liberal-ish bubble relatively close to downtown. No matter what else I gleaned in that moment, one message remained clear to me: those that are different are sure of themselves in that difference, however strange it might be to others. A mooing cow makes little sense to our typical sensibilities, but if that’s all the poor, helpless dog knew to do, then who are we to judge?
Key Dates
- November, 2006: The Born Different campaign launches.
References
“Queerness in Colorado Springs.” Welcome to Hell World, 2 Nov. 2023, https://www.welcometohellworld.com/a-logical-endpoint-of-the-rhetoric-that-had-already-condemned-us/. ↩︎
Meet Norman - Www.BornDifferent.Org. Archived by gayrightswatch, 2006. Internet Archive, http://archive.org/details/youtube-FrM-PIi1JvY. ↩︎
“Colorado Springs, Meet Norman.” July 15, 2006. https://web.archive.org/web/20060715035721/http://borndifferent.org/home.html. ↩︎
Howard, Annie. “A Logical Endpoint of the Rhetoric That Had Already Condemned Us.” Welcome to Hell World, November 2, 2023. https://www.welcometohellworld.com/a-logical-endpoint-of-the-rhetoric-that-had-already-condemned-us/. ↩︎