"One Million Moms" (OMM) has been a thorn in the side of LGBTQ+ people since its founding 35 years ago in Tupelo, Mississippi.
The group—which is well shy of their claim of one million members—consistently files complaints about any sort of representation in film, television or ad campaigns.
The group gained its greatest notoriety calling for a boycott of JC Penney's for featuring Ellen DeGeneres in their ads. DeGeneres' talk show entered its 16th year on the air in September 2019.
OMM's campaign against DeGeneres proved less than successful.
Unfortunately, sometimes their campaigns get enough traction and are successful—as was the sad case with a Hallmark Channel commercial featuring a lesbian wedding.
The commercial, for wedding planning website Zola, depicts a same-sex couple at the altar discussing how Zola made their lives easier planning for the wedding, before kissing and walking down the aisle.
Watch the commercial here:
Zola | Easy Wedding Planning | TV Ad Spot www.youtube.com
OMM (founded by the American Family Association, which has been labeled as a homophobic and transphobic hate group by the Southern Poverty Law Centre since 2010) said that the airing of the commercial soiled Hallmark's status as "family friendly."
"Family entertainment is not the outlet in which to be politically correct by forcing tolerance and acceptance of homosexuality—a sinful lifestyle that Scripture clearly deems as wrong. You can read so in Romans 1:18-32."
FYI: that scripture reference refers to Temple Whores, a holdover from pagan religions and makes no mention of lesbians
"One Million Moms is asking Hallmark to stay true to its family friendly roots that so many families have grown to love, and to keep sex and sexual content—including the promotion of homosexuality—out of its programming."
Crown Media Family Networks (which owns The Hallmark Channel) CEO Bill Abbott pulled the commercial from airing shortly after OMM aired its grievances.
“Asked to explain why the ads had been rejected, an employee of Hallmark’s parent company said the channel did not… https://t.co/MVHl8VfVGq— Baker Machado (@Baker Machado)1576367173.0
PROUD to have directed this ad with some beautiful people and PROUD to support gay rights. #boycotthallmark https://t.co/lHBjx9Hhtv— Lauren Sick (@Lauren Sick)1576385317.0
@nytimes @hallmarkmovie I’m in one of these movies....I wish they hadn’t done this. 😢— Giselle Eisenberg (@Giselle Eisenberg)1576369032.0
@nytimes Be better @hallmarkchannel. Until then, #boycotthallmark.— Reese (@Reese)1576357462.0
@nytimes Why do Christians hate love?— Howard ✡ (@Howard ✡)1576380892.0
Zola directed a second ad, nearly identical to the "controversial" ad, that featured a heterosexual couple.
That ad was not removed by The Hallmark Channel. Zola decided to pull all of their ads from the network however in protest over the homophobic reaction to the one ad.
Pete Buttigieg, a candidate for the Democratic nomination for President of the United States, said of THC's decision:
"Families are built on love—no matter what they look like. Being 'family friendly' means honoring love, not censoring difference. This truth will be more important than ever as we rebuild our nation into a place defined by belonging, not by exclusion."
@nytimes I now have another reason to never watch Hallmark channel!— S. Cohen (@S. Cohen)1576357811.0
@nytimes @emilynussbaum Fun fact: One Million Moms really only consists of a couple thousand people and a lot of th… https://t.co/Hv4KHnmqXS— FULLY VACCINATED (@FULLY VACCINATED)1576365853.0
@nytimes There is nothing an evangelical Christian despises more than two people who love each other. shoot somebo… https://t.co/dzukwpjbJ1— Howard ✡ (@Howard ✡)1576381043.0
Strangely enough, The Hallmark Channel reversed its course on this again after Zola pulled ads from the network, and decided to reinstate all of the ads.
Said Mike Perry, president and CEO of Hallmark Cards:
"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."
>> @AnaCabrera breaking the news: "The Hallmark Channel is reversing course after it had pulled an ad featuring a s… https://t.co/mXKuzzhcGE— Brian Stelter (@Brian Stelter)1576460782.0
Hallmark CEO's statement: "I am sorry for the hurt and disappointment this has caused… Hallmark Channel will be rea… https://t.co/F6mvIWrLOR— Brian Stelter (@Brian Stelter)1576460959.0
@brianstelter @AnaCabrera Translation: $$$$$$$$$$$$$$$$$$$$— Anakela21 (@Anakela21)1576460991.0
@brianstelter @AnaCabrera Hallmark has a ton of money tied up in holiday movies and this controversy is messing up their plans.— car54 (@car54)1576460936.0
@brianstelter @HoarseWisperer @AnaCabrera Every Karen after hearing this news https://t.co/KhLhVMs6sF— Patricia (@Patricia)1576462547.0
@brianstelter @AnaCabrera It's a Hallmark moment! https://t.co/vuJD0gyDIP— midwesterner 🇺🇸 (@midwesterner 🇺🇸)1576462086.0
This back-and-forth seems to show the value of potential boycotts in response to the boycott calls supporting bigotry by hate groups like One Million Moms, as Hallmark and all associated made these decisions within a couple of days.
Perhaps one day, this kind of whiplash won't be necessary.