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Ford to Resume, Expand Ads in Gay Media

December 15, 2005

• Hate Groups End Ford Boycott • Hate Groups Boycott Ford Again • Anti-Gay Group Renews Ford Boycott Threat • Ford to Resume, Expand Ads in Gay Media • Ford Execs Meet with Gays, Make No Promises • Ford Motor Gives in to Anti-Gay Religionists --- • More about Ford

Responding to a growing chrous of complaints, Ford Motor Company reversed itself and says it will not only resume advertising in gay media but will expand its advertising schedule to additional brands.

In November, the conservative American Family Association demanded Ford stop advertising in the gay press and said the company had agreed to pull its ads for Land Rover and Jaguar from gay media. That touched off a firestorm of protest from gay organizations.

Ford executives met with gay leaders in Washington and initially said it would not change its decision. But in a statement released late yesterday, Ford said it would feature all of its brands in a 2006 ad campaign in gay publications.

"It is my hope that this will remove any ambiguity about Ford's desire to advertise to all important audiences and put this particular issue behind us," said the letter signed by Ford V.P. Joe W. Laymon.

The American Family Association had threatened a boycott of Ford if it did not knuckle under. The AFA frequently uses boycott threats to try to force companies to adhere to a strict conservative line but has had mixed success.

It announced a boycott of Proctor and Gamble last year after the Cincinnati-based company supported the repeal of an anti-gay law in that city. It ended the boycott in April after the company ended most of its advertising in the gay media.

The buying power of the gay community is estimated at $610 billion a year.

In its statement, Ford reaffirmed its commitment to its progressive workplace policies but did not commit to maintain its funding of gay rights groups.

"You asked directly whether Ford Motor Company will continue to support non-profit groups and events in the GLBT (gay-lesbian-bisexual-transgender) community. While we still support certain events, I know you understand that the business situation will limit the extent of our support in all communities in 2006," the statement said.

Gay leaders said they were encouraged by the general tone of Ford's letter. AFA had no comment.

“We welcome today’s statement from Ford Motor Company and commend their firm stance in support of inclusion," the 19 LGBT civil rights groups said in a joint statement.

"It is an unequivocal reaffirmation of Ford’s historic commitment to our community and the core American values of fairness and equality. Moreover, it is conclusive proof of what Ford leaders have repeatedly assured us -- that there never was any deal with anti-LGBT organizations concerning Ford’s support for our community.

"Ford’s action is a positive outcome and win for equality and fairness," said Human Rights Campaign President Joe Solmonese. "Ford has sent a powerful signal that corporate America values its gay, lesbian, bisexual and transgender employees and consumers."

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