'Transvestite' Reality Series Loses Chief Sponsor
by Jody Brown and Allie Martin
October 11, 2004
(AgapePress) - An online activism group is crediting its efforts with a sponsor's reversal over advertising on a new Turner Broadcasting System series that features men dressing, acting, and living as women -- all for the chance of winning a quarter-million-dollar prize.He's a Lady, scheduled to premiere October 19 on the TBS network, will feature eleven men who each week "learn something new about what it's like to live as a lady," says the show's website. In addition to having to learn how to "walk, talk and dress like a lady," the contestants in this reality series supposedly learn how to "flaunt their new attitude." The competition concludes with a hometown appearance as a woman where they must remain in character in front of family and friends.
But the American Family Association, a pro-family media watchdog, sees no humor in the staged cross-dressing that promotes life as a transvestite. Contacting the members of OneMillionsMoms.com and OneMillionDads.com -- online activism websites sponsored by AFA -- the organization targeted the SC Johnson company, cited by news reports as the primary sponsor of the show.
Randy Sharp | |
According to Randy Sharp, special projects director for AFA, concerned parents were called to action. Those parents, he says, were encouraged to contact SC Johnson and "adamantly but politely request that they pull their advertising and financial support from this type of programming."According to AFA, SC Johnson products would be incorporated in the weekly story line. Among the companies products are items such as Windex, Ziploc bags, Drano, and Edge shaving gel. Sharp notes that SC Johnson promotes itself as "a family company" -- and notes the inconsistency.
"It's inconceivable that eleven men -- acting, dressing, and living as women -- would be entertainment in our society today," he says. "What's more shocking is that SC Johnson would throw their money behind the entire production."
Members of OneMillionMoms.com and OneMillionDads.com were contacted during the first week of October. AFA now reports that by the end of the week, SC Johnson had made a "hasty reversal" and decided not to sponsor the program. On Friday, AFA notified its supporters that the company was replying to upset consumers with differently worded e-mails holding the same position.
AFA says one response said: "As part of SC Johnson's advertising and marketing efforts, we review and evaluate programming on a constant basis. He's a Lady is scheduled to air October 19. As part of our ongoing evaluation process with our marketing brand teams, we are not sponsoring this program."
Another response, says AFA, simply states: "We have assessed the show and we will not sponsor it." According to SC Johnson public relations manager Therese van Ryne, that is the official statement of the company.
Broadcasting & Cable magazine also reported on Friday that SC Johnson had pulled out as sponsor of the show.
