In a lesson on how not to handle holiday season PR, the Hallmark Channel has found itself in a kerfuffle over .
It all began when the greeting card company's video platform aired a series of ads for wedding registry website Zola, several of which included two brides kissing.
Backlash soon ensued from conservative Christian group, one of the US’s leading who began - with upwards of 28,000 people registering their disapproval of its 'inappropriate' content (the two brides kissing).
To the surprise of many, Hallmark , pulling the Zola ads from its platform and admitting that the “overt public displays of affection” depicted in the ads violated Hallmark Channel’s policies.
Hallmark Channel’s parent company, Crown Media Family Networks, confirmed this in a statement, saying: “The debate surrounding these commercials on all sides was distracting from the purpose of our network, which is to provide entertainment value.”
Members of the LGBTIQ+ community were rightfully upset over Hallmark's handling of the whole situation, with the Human Rights Campaign urging Hallmark Channel to reconsider pulling the ads. The organisation said that it had “reached out to Hallmark leadership to discuss steps to rectify this discriminatory decision.”
“By backing down on visibility and representation, Hallmark has failed our community and all of their customers," the group's petition read.
"And for a brand all about love, it is disheartening to see Hallmark leading with fear and discrimination. By caving into the wants of a hateful group, you have worked to erase LGBTIQ+ people from television screens across the country. The message that sends about LGBTIQ+ families is dangerous and wrong.”
soon joined in, : “Isn’t it almost 2020? @hallmarkchannel, @billabbottHC… what are you thinking? Please explain. We’re all ears.”
After, to quote one social media observer, "one million years in PR terms", Hallmark made the decision to reach out to Zola and reinstate the ads, apologising to members of the LGBTIQ+ community.
“The Crown Media team has been agonising over this decision as we’ve seen the hurt it has unintentionally caused. Said simply, they believe this was the wrong decision,” Mike Perry, President and CEO, Hallmark Cards, Inc., .
He continued: “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."
