Effies Launch LGBT Category

For readers outside the industry, Effies are awards that recognize the most effective advertising efforts in the United States and around the world each year. The little treasures have been around since 1968, and they've become tokens of success that every planner and agency aspires to rack up. And recently, the Effies announced that they are creating a new category to recognize advertising targeting the LGBT community. By the way, the only time you'll hear the phrase "targeting the LGBT community" in a non-derogatory way is in the context of marketing. I know this from Google Alerts. Anyways, the category is among several new ones including recession marketing, insurance, and energy/nutrition. I don't get the first one. Aren't we all recession marketers amidst a recession? Hmmmm...