Hallmark has the chance to show it's authentic after backtracking on same-sex couples ad
Now Hallmark has the chance to show the world that it's being authentic and not just caving to its attackers. Cindy Gallop, a former ad industry executive and founder of Make Love Not Porn, said the company should actively reach out to LGBTQ filmmakers and screenplay writers and say it's committed to making their movies and promoting their work.
Hallmark removed the commercials from the Hallmark Channel after One Million Moms, a division of the conservative American Family Association that defines its mission as the "fight against indecency," urged the network not to air advertisements featuring brides kissing.As a 109-year-old company known for its greeting cards and family-friendly content, that sort of vocal conservative opposition can turn into a business problem.
Hallmark is far from alone as a target for criticism. One Million Moms has been putting brands and publishers on blast for years for promoting or running ads on content it doesn't see as appropriate.
Jakeman said that Hallmark now needs to make sure it has the mechanisms in place to behave according to values, and not be governed by social media backlash. The company needs to define what it stands for to the public and have the courage to stick to its convictions.
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