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|  | AFA JournalCover storyMoms, Dads, Youth notch victoriesAFA Journal, February, 2003 edition Moms, Dads, Youth notch victories Online efforts keep eye on television content, social trends; gain wins with Verizon, billboard The AFA campaign to enlist thousands of concerned parents and young people in an attempt to clean up the culture continues to garner victories. OneMillionMoms.com (OMM), OneMillionDads.com (OMD), and OneMillion-Youth.com (OMY) continue to draw activist-minded citizens into their ranks. AFA launched OMM and OMD at the end of 2001, and added OMY this past November. All three are Internet-based vehicles which allow a grassroots response to the growing decadence in American culture. After following a simple online registration process, concerned adults and youth receive periodic E-mails from OMM, OMD or OMY which inform members about a current project, and provide simple instructions for sending a message to a television network, advertiser, or TV station executive. Members can either communicate their concerns via E-mail, telephone or regular mail. AFA Chairman Don Wildmon said he believes the growing success of the campaign is due to several factors. “These efforts are easy to join, require minimal effort to participate, and have the potential to yield big dividends for concerned parents and young people,” he said. The trio of online efforts is tapping into the growing frustration in Middle America with the vulgar and often violent nature of entertainment. One of the ongoing projects is the advertiser base for Fox’s Fastlane. A new series this season, Fastlane is a crime drama with a rapid pace and heart-stopping action, but fills its storylines with envelope-pushing sexuality, vulgarity, and often gut-wrenching violence and gore. It airs during the family hour, 7-8 p.m. (CT). After being contacted by both OMM and OMD members in October, Verizon Wireless pulled its sponsorship of the show. Now OMM, OMD and OMY are asking members to contact Procter & Gamble and ask that company to end its sponsorship of Fastlane. Following other OMM, OMD and OMY projects, a number of advertisers have agreed to drop controverial sponsorships. These companies include: Best Western, Schlotzsky’s Deli, Olive Garden Restaurants, ConAgra, Circuit City, General Mills, Bally Total Fitness, Pennzoil-Quaker State, Gateway Computer, Geico Auto Insurance, Progressive Insurance, LendingTree.com, WD40, Budget, Honda, Sears, Burger King, KFC, Taco Bell, Pizza Hut and Subway. One of the exciting aspects of the online campaign, Wildmon said, is that often the project selected is one mentioned by a member. “Frequently someone will E-mail OMM, OMD or OMY to let us know they saw something offensive on TV or in their community. That sometimes becomes our next project. People should understand that this really is a grass-roots project,” he said. Wildmon noted that a recent project reached beyond television and focused on a billboard located on a major thoroughfare in Jackson, Mississippi. An OMM member said she was appalled by a billboard (See photo on page 1.) asking the question, “Do you want to cheat on your husband?” The billboard, which featured a picture of a muscular man, was actually sponsored by People for the Ethical Treatment of Animals, and was an encouragement for people to stop eating meat. OMM members contacted the company that maintained the billboard, and asked it to take down the sign. The company promptly responded and removed it. “Some people may think that’s a petty thing to be concerned about, but here was a woman who was offended by the obvious attempt to capitalize on adultery and make it into a slogan for an ad campaign – and we agreed with her,” Wildmon said. | |
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