People need to understand....social change isn't going to happen on its own. That's not how social mores, preconceived notions and discrimination regarding minorities/genders/etc are changed. Blacks, hispanics, asians, and other ehtnicities didn't get put into the media spotlight more positively by just pussyfooting around and waiting for the "right time" when it was "safe" and no one could bitch and be offended.
That's just never gonna happen, because people who are closed minded aren't going to wake up one day and go "Gee, you know...I think I'd feel alright with seeing a gay person be a rolemodel for my kids!!"
It's going to happen when some creator/author/producer/etc nuts up, makes a character that;s openly gay and not a stereotype, and just lays it out there for everyone to see. Yes, it'll be controversial. Yes, it'll piss people off. But eventually, other creators will find the action emboldening, and will follow suit. More people will vocally support said "controversial" depiction. And the barrier will just come tumbling down. That's how it's always been done in regards to showing minorities, women, and the like in media.
There is no "right time" or "ensuring the parents are kept happy." It has to just be brought into their face. They'll either deal with it, or bitch. And life will go on and hopefully a majority of society will embrace it and move forward.