Founded back in August, the Stop Funding Hate campaign was created to stop brands placing their advertising with newspapers that, in their words, promote “hatred, discrimination and demonisation”.
After just four months, the Stop Funding Hate Twitter account has amassed over 62.5k followers, as well as a slightly eclectic handful of high-profile supporters including Alistair Campbell, Gary Linekar and Lily Allen.
Earlier this month, amongst the noise of this year’s Christmas ads, the campaign founders also launched a thought-provoking video targeting big brands and posing the question, “What if goodwill to all wasn’t only meant for Christmas?”
Despite the surge in support for the campaign, many brands have been reluctant to take any action. Co-op is reportedly ‘reviewing’ its media buying but Walkers and John Lewis have both been quoted as saying they don’t make advertising decisions based on a newspaper’s editorial stance.
There’s only one brand that’s taken the leap to agree to the campaign’s requests, and that’s Lego.
Announced earlier this month, Lego made the decision to end its promotional agreement with the Daily Mail, claiming that it had no plans for further activity in the future.
This came off the back of growing social media pressure and a letter from Lego customer, Bob Jones, which went viral.
In a statement, a Lego spokesperson commented: “We spend a lot of time listening to what children have to say. And when parents and grandparents take the time to let us know how they feel, we always listen just as carefully.
“We are both humbled and honoured to see how much consumers all over the world express their care for our company and our brand. And we will continuously do our very best to live up to the trust and faith that people all around the world show us every day.”
My only question is – where does it stop? It’s all very well pulling your advertising with the papers directly. But, if the department stores which stock your products take a different view, what impact has really been made?
Nevertheless, the announcement from Lego was a brave and clever PR move which really couldn’t have come at a better time, as we start gearing up for Black Friday and the start of Christmas shopping mahem!