![]() Note: they also demanded that the United States stop not fund HIV programmes and just tell gay people not to have sex. OMM stated “By jumping on the pro-gay bandwagon, JC Penney is attempting to gain a new target market and in the process will lose customers with traditional values that have been faithful to them over all these years.” They urged their audience to “Ask JC Penney to replace Ellen DeGeneres as their new spokesperson immediately and remain neutral in the culture war.” The AFA is considered an anti-gay hate group by the Southern Poverty Law Center, and the campaign was labeled a “ hate campaign” by Advertising Age. Shortly after the announcement, One Million Moms (OMM, with only 40,000 followers on Facebook), which is affiliated with the American Family Association (AFA), began a boycott of the store, demanding they fire DeGeneres because she is gay. This was amidst the increasing fervor (and battle) over same-sex marriage. Early 2012 JCPenney announced that Ellen Degeneres, who was a store associate in her teens, would be the company’s new spokesperson, as part of the company’s brand transformation.
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