“Maricón” has a double meaning in Chile. In one context it means “faggot”, and in the other it means “prick/asshole”. The campaign has a double purpose also. The first is for the chilean public to stop using the word as a derrogatory term for gay people (the man on the poster is an openly gay tv personality), and to only use its other meaning. The second is to promote an anti-domestic violence message. Hope that helps clear things up.