The reported aim of the new campaign is to gear the populationʼs mindset towards family-centric concerns, Hungarian news portal index.hu said. Information acquired by the portal suggest that the government will install “family protection” billboards, that promote the traditional family model of a woman and a man as mother and father. Although the portal’s government sources denied such claims, there is speculation that the campaign’s rhetoric could be anti-homosexual.

The proposed government campaign, follows a current campaign with an anti-immigrant rhetoric, and comes only a few days after the Supreme Court of the United States made same-sex marriage legal in all U.S. states, and a few weeks after Ireland agreed in a referendum to legalize same-sex marriages.

In light of the approaching Gay Pride Parade on July 11, the Hungarian government has once again expressed disagreement with same-sex relationships. In early June, Budapest mayor István Tarlós said that the Budapest Pride parade is “repulsive” and that the “entire phenomenon is unnatural”. In response to a journalist’s question on same-sex marriage, Prime Minister Viktor Orbán said earlier that the question “tempts a humorous response”.

The Hungarian constitution stipulates that “Hungary protects the institution of marriage between a man and a woman, as a voluntarily chosen component of communal life, as well as the institution of family as integral to the survival of the nation.”