Christian Group Draws Attention to Gap Inc.’s Holiday Promotions

by lisa ~ November 16, 2009

Nov. 16, 2009 -The latest example of the Streisand effect comes from the American Family Association (AFA), which is urging a boycott of the Gap, Old Navy, and Banana Republic because it supposedly censors the word “Christmas” from its holiday advertisements. The Streisand effect is when an attempt to censor or remove a piece of information backfires, causing the information to be more widely publicized than if no censorship had been attempted.

“The boycott is part of our ongoing campaign to encourage businesses, communities and individuals to put Christ back in Christmas,” the AFA says on its web site. Previously known as the National Federation for Decency, the AFA “represents and stands for traditional family values and exists to motivate and equip citizens to reform our culture to reflect Biblical truth on which it was founded.”

In fact, the Gap ads do mention Christmas but the AFA claims they downplay it. The line is as follows: “Go Christmas, Go Hanukkah, Go Kwanzaa, Go Solstice.”

Despite a handful of articles here and here heralding the AFA, comments posted by visitors to the AFA’s own web site are decidedly negative. Here’s a typical posting: “Gap is marketing to all of America. Not just Christians. I think it is great that Gap is including all cultures in their celebration. America is a melting pot, after all. Does the Gap need to commercialize Christ for us to shop there?”

While the AFA’s message will certainly play in more homogeneous parts of the U.S., it’s sure to get a thumbs down in areas with even a bit of religious and ethnic diversity.

As far as Gap Inc., the parent company of all three chains, is concerned, it’s unlikely the AFA’s boycott will have any appreciable effect on sales. BrandWeek points out that the AFA had previously set its sights on Sears and Target. But the boycott is certainly drawing attention to the Gap’s efforts to embrace multi-culturalism - something that is seen in most circles as a positive PR development.

Lisa Tibbitts is the principal of Tibbitts Creative, a public relations and marketing service that emphasizes corporate communications. She has an extensive background in financial services and an MBA in marketing. Follow her on Twitter: http://twitter.com/FinancialPR.

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