Hallmark will be reinstating pulled advertisements after heavy counter-backlash. It’s unsure if Zola, the wedding company in the middle of the issue, will come back. The last people have heard, they severed ties with Hallmark.
Earlier this week with a controversial move on Hallmark’s part, the greeting-card-company-turned-media-empire shuttered ads from Zola that depicted same-sex couples getting married, amid heavy scrutiny from the conservative group, One Million Moms.
In its own statement, One Million Moms claimed promoting such content, in which they also showed interest in making and distributing LGBT content, was harmful to what they believe to be Hallmark’s demographic.
“Please reconsider airing commercials with same-sex couples, and please do not add LGBT movies to the Hallmark Channel. Such content goes against Christian and conservative values that are important to your primary audience. You will lose viewers if you cave to the LBGT agenda.”
The Hallmark counter-backlash
The complaint worked and Hallmark pulled the ads, much to the chagrin of a ton of once-happy Hallmark watchers and shoppers. Amid the backlash was GLAAD’s CEO who called Hallmark out for caving to a homophobic, hate-filled group.
“The Hallmark Channel’s decision to remove LGBTQ families in such a blatant way is discriminatory and especially hypocritical coming from a network that claims to present family programming and also recently stated they are ‘open’ to LGBTQ holiday movies.”
In a press release Sunday, though, Crown Media, the film and TV division of Hallmark, apologized for their actions.
“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 for this purpose is not who we are. As the CEO of Hallmark, I am sorry for the hurt and disappointment this has caused.”
The release went on to namedrop GLAAD as a part of its future.
“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.”