Ford reverses decision to pull ads from gay publications

Amid growing criticism from gay rights leaders and their allies across the country, Ford Motor Co. on Wednesday said it would continue to advertise its luxury brands in the gay press, reversing an earlier decision. The move came under allegations that the nation's number 2 automaker had caved to a threatened boycott by the antigay American Family Association. The AFA on December 1 announced that after meeting with Ford, it had decided to cancel its boycott, noting that Ford had met some of its demands to be less friendly to the gays and lesbians.

But after meeting with several prominent gay rights groups on Monday, Ford issued a letter stating that it would continue to financially support gay events and causes and that it had decided to amend its decision to pull advertising for its Jaguar and Land Rover brands from gay publications, a decision it claimed was based solely on budgetary reasons.

The letter, sent to the seven gay rights organizations that met with the company, drew quick praise from the groups, which issued the following statement: “We welcome today’s statement from Ford Motor Company and commend their firm stance in support of inclusion. 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. We are proud to be back in gear with Ford and look forward to working with them in the years ahead."

As of Wednesday afternoon, there was no word from the AFA. (Advocate.com)

Ford's letter, signed by Joe Layman, group vice president:

Dear Friends:

Thank you again for taking the time to speak with us on Monday. In my view, it was the start of a valuable and healthy dialogue, and I was pleased to be there on behalf of Bill Ford, Chairman and CEO of Ford Motor Company.

My intention was to be as direct and forthright. You deserve no less. I appreciate your candor in return. I'd like to take this opportunity to review the information we shared face-to-face and to tell you how our thinking has evolved.

You asked us specifically to reaffirm our principles of nondiscrimination and inclusiveness. We agreed, without any reservations, and issued a statement immediately after the meeting in which Bill Ford did so personally. We pointed out that Ford Motor Company and its brands value diversity among all of our constituents and pride ourselves on strong and clear values--respect for our customers, communities, employees, suppliers and dealers; acceptance of our differences; inclusion of different people with different perspectives; and integrity. That commitment is unchanged and we believe it is reflected in our policies, practices and marketing.

You asked us to comment on reports that we had placed creative restrictions on the way our brands could speak to gay and lesbian audiences. We expect our brands to create advertising that supports their brand image and is appropriate and effective in connecting with the intended audience. That is unchanged. But we do not have to deal with this topic in the abstract. The best answer to your question will be in the ads themselves. I would ask you to judge our intent by what you see.

You asked directly whether Ford Motor Company will continue to support nonprofit groups and events in the GLBT community. While we will still support certain events, I know you understand that the business situation will limit the extent of our support in all communities in 2006. We will continue all of our workplace policies and practices in support of Ford GLOBE members and supporters. That is unchanged.

You asked directly for us to have Jaguar and Land Rover reverse its plans and advertise in gay and lesbian targeted publications in 2006. As we said, Jaguar and Land Rover made a business decision about their media plans and it would be inconsistent with the way we manage our business to direct them to do otherwise. It is clear there is a misperception about our intent. As a result, we have decided to run corporate ads in these targeted publications that will include not onlyJaguar/Land Rover but all eight of Ford's vehicle brands. As we have said, the content will be appropriate and effective in connecting with the intended audience. 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.

Finally, you expressed your strong objections to our having even met with one of your harshest critics. We meet every day with people and organizations on many issues, and, as a business, do not wish be drawn into those that detract from our effectiveness in the marketplace. That said, we expect to be measured not by the meetings we conduct but by our conduct itself. Our record on tolerance and inclusion speaks for itself and I am proud to be judged on that record at any time.

In closing, thank you again for your candor and professionalism. We listened and learned, and hope that you continue to understand the values and commitments of Ford Motor Company. I look forward to hearing from you at any time.

Sincerely,

Joe Laymon