Hamilton, the home of wool in Victoria, has been transformed by rainbow displays in shop windows and will host a VFL Pride match this weekend that will include many Australian Football League stars — all in the name of inclusiveness.

The campaign is titled Gay? That's OK, and driving it is Charles Beaton.

Mr Beaton's motivation is fuelled by personal experience.

He and his twin brother Lachlan grew up in the western district on a farm near Casterton doing everything together, but Lachlan never divulged that he was gay — not even to his twin brother.

Twin brothers Lachlan (R) and Charles Beaton aged 15. ( Supplied: Beaton family )

"My twin brother is gay. He came out at the age of 27, so for around 15 years he hid his sexuality because he didn't feel comfortable being the person that he was," Mr Beaton said.

"He hated himself because he was gay. He didn't think he would be accepted."

In 2015, Lachlan, then a VAFA football player, came out publicly via a YouTube video that garnered international media attention.

In it he describes his experience of being a young gay man in the western district.

"I grew up in an area where it felt wrong to be gay. I felt like if I was to come out and tell people that I was sexually attracted to men I would be disowned. For years I hated myself," he said in the video.

When Lachlan did finally come out to his family as a 27-year-old man, it was unfamiliar ground for the Beatons, who did not know any other gay people.

Mr Beaton now sees that country towns need to be more actively inclusive so people who identify as LGBTIQ know where they are safe and welcome.

His campaign targets two central pillars of the Hamilton community — the town centre and the football club.

Hosting a Pride round

A pharmacy in Hamilton goes all out to support Gay? That's OK. ( ABC South Western Vic: Emily Bissland )

"We think that football clubs have a got a big role to play. They're a big part of rural communities and I've been involved in some amazing football clubs over the years," Mr Beaton said.

"They might think they're inclusive, but we think they actually need to come out and talk about these issues and say they're inclusive."

A number of football matches are planned for the weekend, to be held at Melville Oval in Hamilton.

The first game is a VFL match at 3:00pm between last year's grand finalists, the Melbourne University Women's versus the Darebin Falcons.

While they are VFL teams many players are also AFL representatives, so regional fans will have a chance to see some of their heroes play.

Both teams will be wearing rainbow jerseys.

The local team, the Hamilton Kangaroos, will follow, donning their own rainbow jerseys to compete against South Warrnambool.

Town takes on colourful campaign

Marita Buckle of Buckle Menswear is one of 16 shopkeepers turning out the colours. ( ABC South Western Vic: Emily Bissland )

In Hamilton's town centre, at least sixteen shop owners have created rainbow-coloured display windows and slogans to reflect their support for the LGBTIQ community, including the town pub and a menswear outfitter.

While the scene may appear incongruous to visitors, many of the local shop owners see their support and participation as a natural progression.

"It's great. I love to see all the different businesses participating and as we say 'Love is love'," Annette Hutchens, owner of Mad about Shoes, said.

Mr Beaton hopes that by encouraging the town to be visibly more welcoming, it will change the day-to-day experiences for young people growing up in a small community.

He said it may open up new conversations, help people reach out, and reduce the risk of young people experiencing self-loathing, depression and suicide.

"The mental health issues with people hiding their sexuality are real, suicide being one of those," he said.

"Lachlan had suicidal thoughts. We're lucky that he is still with us."

Locally in Hamilton there are signs that Mr Beaton's plan is working.

Casey Hollard of Accurate Clothing says people are coming in and saying thanks for her display. ( ABC South Western Vic: Emily Bissland )

Casey Hollard works at Accurate Clothing, which sells popular surf and street brands for young people.

Since her and a colleague created their window display they have had only a positive response.

"It was never anything that we thought would deter people coming in. If anything we've had a lot of people coming in and saying 'Thanks for doing that'," she said.

"It's been from all ages, and male and female, and at the end of the day we just want to make people feel welcome shopping here."

The owner of Cuts for Men, Kate Pickford, is OK with the Pride round. ( ABC South Western Vic: Emily Bissland )

"What we're trying to do here is to make the lives easier of the 15-year-old Lachlan currently growing up in regional Victoria by saying out loud that you will be accepted for who you are," Mr Beaton said.

"I think it's important that people who identify as LGTBI can feel safe and comfortable in country areas where they haven't necessarily in the past, so it's hats-off to Hamilton.