I asked you before you if you donate to charity. I'll explain why.
Poverty, illness, war, famine, etc. All these things are "normal" in society, unfortunately, but those of us who don't suffer with these things help where we can, just in little ways, to make things better for those less fortunate.
It's special treatment, but it's special treatment that's needed.
Homophobia is also pretty normal in society as well, but things like the Rainbow Laces campaign are little gestures to make things a little better for those who have to deal with it. Not that different to charity really.
It's not really ramming anything down anyone's throat, it's just a polite reminder. Homophobia is a societal ill and those of us who can show support and help where we can have a duty to stamp it out.
This is what I don't understand about homophobia in religion full-stop. Christianity says "Judge not that ye be judged", Islam encourages charity and giving, and yet we're still here 2,000 years later debating over it.