Patrick Davis, head of Atlanta-based StandUp Foundation's board of directors, penned a column in The Huffington Post today, saying his organization has the potential to become a social-commercial campaign, much like Lance Armstrong's Livestrong or the (RED) AIDS in Africa campaign.

Davis says that the LGBT equality movement is a part of mainstream culture and thinks the time is right to expand the message:

"I am thrilled by the leadership and support of brands sponsoring Pride celebrations. But I wonder if they know that marketing existing brands to LGBT people is far from building brands expressly for the benefit our community and causes. We are ready for a social-commercial brand to drive additional mainstream awareness, support and dollars.

"Livestrong has reportedly unlocked nearly $90 million in profit for cancer-related funding, and has become a platform for overall health and wellness. StandUp is poised to be a platform for fairness and equality. Will it be as powerful as a Livestrong? There is no way to predict. But if we come anywhere close, StandUp will be among the most powerful funders of equality efforts in history."

The StandUp Foundation, headquartered in Atlanta, is the vision of Ben Cohen, a former professional rugby player and anti-bullying advocate.

To read entire column, click here.