pulling four television ads that featured brides kissing each other.
In a statement, Mike Perry, the president and chief govt of Hallmark Cards, explained the group at Hallmark Channel’s father or mother business, Crown Media Household Networks, experienced “been agonizing in excess of this final decision as we have observed the damage it has unintentionally caused” and that “they think this was the mistaken final decision.”
“Our mission is rooted in serving to all persons hook up, rejoice traditions and be influenced to capture meaningful moments in their lives,” he stated. “Anything that detracts from this goal is not who we are. We are genuinely sorry for the harm and disappointment this has brought about.”
Hallmark stated in the assertion that it would get the job done with GLAAD, a nationwide L.G.B.T.Q. media advocacy group, “to far better symbolize the L.G.B.T.Q. neighborhood across our portfolio of brands,” and that it prepared on contacting Zola to “re-establish our partnership and reinstate the commercials.”
revealed a petition asking the channel to “please rethink airing commercials with similar-sex couples.”
“We ended up deeply troubled when Hallmark rejected our commercials for featuring a lesbian couple celebrating their marriage, and are relieved to see that selection was reversed,” saidMike Chi, the chief advertising officer of Zola. “We are humbled by everybody who confirmed aid not only for Zola, but for all the L.G.B.T.Q. couples and family members who categorical their love on their marriage day, and each working day.”
In advance of agreeing to reinstate the ads on the channel, Mr. Chi mentioned that he wanted to “understand concrete steps they are heading to consider.” A Zola representative mentioned that Hallmark attained out to Zola on Monday afternoon to start a dialogue.
Hallmark said it “is, and usually has been, dedicated to diversity and inclusion — the two in our place of work as well as the goods and encounters we make,” and observed that the business experienced L.G.B.T.Q. greeting cards and experienced featured L.G.B.T.Q. partners in commercials.
“We have been a progressive pioneer on television for many years — telling large ranging tales that elevate the human spirit,” the business claimed.
the Southern Poverty Legislation Heart has designated as a dislike group.
Monica Cole, the director of 1 Million Moms, critiqued Hallmark’s reversal. “One Million Moms is particularly let down that the Hallmark Channel caved below force,” she mentioned in a statement Monday. “This is an huge mistake that will cause a bulk of its viewership to convert the channel.”
Prosperous Ferraro, the chief communications officer of GLAAD praised the reversal and pointed out that #boycotthallmark and #BoycottHallmarkChannel were trending on Twitter during the weekend. “They didn’t cave they did the correct thing,” he mentioned Monday. “This was what buyers were being inquiring them to do.”
Heather Murphy contributed reporting.