Across numerous African societies, a prevalent resistance to LGBTQ rights is evident.
While prominent strides have been made in various parts of the world on LGBTQ
rights, the African context has witnessed limited progress in this regard. Public opinion
polls indicate that influential figures have succeeded in altering public sentiment
towards LGBTQ rights in Western countries, yet such progress remains elusive in the
African context. Mechanisms effective in shifting public attitudes toward embracing
LGBTQ rights, especially in the African context, remain largely unexplored. In this
paper, we consider whether endorsement messages conveyed by trusted authorities
possess the potential to foster a shift in attitudes towards embracing LGBTQ rights
among a nationally representative sample of respondents in Ghana. Through a
factorial experiment, we find that there are varying impacts of messaging from distinct
trusted authorities in shaping attitudes toward embracing LGBTQ rights. Notably, pro-
LGBTQ messaging from traditional and co-partisan leaders yields modest effects, while
messaging from religious leaders exhibits no discernible impact. These findings hold
significance for determining strategic focal points in potential endeavors to advance
LGBTQ rights within the African context.