Gay Liberationists aimed at transforming fundamental concepts and institutions of society, such as gender and the family. In order to achieve such liberation, consciousness raising and direct action were employed. Specifically, the word 'gay' was preferred to previous designations such as homosexual or homophile; some saw 'gay' as a rejection of the false dichotomy heterosexual/homosexual. Lesbians and gays were urged to "come out" and publicly reveal their sexuality to family, friends and colleagues as a form of activism, and to counter shame with gay pride. "Gay Lib" groups were formed in Australia, New Zealand, Germany, France, the UK, the US, Italy and elsewhere. The lesbian group Lavender Menace was also formed in the U.S. in response to both the male domination of other Gay Lib groups and the anti-lesbian sentiment in the Women's Movement. Lesbianism was advocated as a feminist choice for women, and the first currents of lesbian separatism began to emerge.