Hallmark has once again turned around on its decision, this time apologizing for pulling the pro-LGBT ads depicting same sex couples getting married. They previously apologized for airing the ad after experiencing backlash for airing the ad depicting a lesbian couple getting married. The ad was pulled after a threat of boycott from Christian groups.
Obviously in making this decision to go back on pulling the ad and stating that they are comitted to talking points of “diversity” and “inclusion” and featuring LGBTQ couples not just in advertising but in all other parts of their programming they are turning their backs to the audience of Christian conservatives that have formed the majority of their viewership for years now.
The press release reads as follows and can be found at Hallmark’s website:
KANSAS CITY, Mo. (December 15, 2019) – Earlier this week, a decision was made at Crown Media Family Networks to remove commercials featuring a same-sex couple.
“The Crown Media team has been agonizing over this decision as we’ve seen the hurt it has unintentionally caused. Said simply, they believe this was the wrong decision. Our mission is rooted in helping all people connect, celebrate traditions, and be inspired to capture meaningful moments in their lives. Anything that detracts from this purpose is not who we are. We are truly sorry for the hurt and disappointment this has caused.” said Mike Perry, President and CEO, Hallmark Cards, Inc.
Hallmark is, and always has been, committed to diversity and inclusion – both in our workplace as well as the products and experiences we create. It is never Hallmark’s intention to be divisive or generate controversy. We are an inclusive company and have a track record to prove it. We have LGBTQ greeting cards and feature LGBTQ couples in commercials. We have been recognized as one of the Human Rights Campaigns Best Places to Work, and as one of Forbes America’s Best Employers for Diversity. We have been a progressive pioneer on television for decades – telling wide ranging stories that elevate the human spirit such as August Wilson’s The Piano Lesson and Colm Tóibín’s The Blackwater Lightship, both of which highlight the importance of tolerance and understanding.
Hallmark will be working with GLAAD to better represent the LGBTQ community across our portfolio of brands. The Hallmark Channel will be reaching out to Zola to reestablish our partnership and reinstate the commercials.
“Across our brand, we will continue to look for ways to be more inclusive and celebrate our differences.” Perry said.