One Million Moms Threatens GAP Over Gay Billboard


One Million Moms, the religious conservative group that objects to all things gay being shown in a positive light, is back again and this time they’re mad at GAP for a gay inclusive billboard.

But first we’ve got to clear up a little matter of the Mom’s telling one big whopper of a fallacy to start their current “action”:

Sales have dramatically dropped since JC Penney’s showed their “bold new marketing strategy” included pushing a lesbian spokesperson and same-sex couples in their advertising. JC Penney’s current marketing plan has done incalculable amounts of damage to this once family-friendly store. If they would quit pushing a deviant and unhealthy lifestyle and focus on product quality and value along with excellent customer service, their bottom line would be not be struggling.

Hopefully JC Penney’s (and other retailers) will listen to their long time customers now as JCP is reporting a bigger-than-expected loss and plummeting profits in the first quarter. The retailer lost $163 million in the quarter ending April 28. Numbers do not lie.

No, but the Moms seem quite capable.

The annual report is out and ona GAAP basis, the Company did report a net loss of $163 million or $0.75 per share. For the quarter they actually report an adjusted net loss, excluding some markdowns, of $55 million or $0.25 per share. One Million Moms offers absolutely no proof that JC Penney’s financial loss in the last quarter comes as a direct result of their partnership with Ellen DeGeneres, and it certainly can’t be as a result of their lesbian-inclusive May catalog which the Moms were apoplectic about just a few weeks ago.

This amounts to fabricating causes for a company’s tough quarter without a shred of evidence and blaming it on them “pushing a deviant and unhealthy lifestyle.” It’s disgusting rhetoric and I’m calling it out for what it is: bigotry, plain and simple. It’s also selfaggrandizementthat they even think they have such clout.

Now we can move on to the laughs.

Continue the Moms:

Speaking of companies who are choosing to be politically correct instead of focusing on selling clothes; GAP is also guilty. In Los Angeles, CA, GAP has a billboard located downtown that reads: “GAP- BE BRIGHT- BE ONE” with two homosexual men pressed together under a shared t-shirt. They are hugging each other and facing the camera cheek-to-cheek. “BE ONE” is in large letters which emphasizes the same-sex relationship.

Here’s the ad:

be one campaign

On with the Momage:

GAP Inc. Brands, including Old Navy, Banana Republic, Piperlime, and Athleta, does not deserve, nor will it get, money from conservative families across the country.

Yeah, you bad, bad clothing brands. No more pocket money for you!

Supporting GAP is not an option until they decide to remain neutral in the culture war. GAP needs to seriously consider how their immoral advertising affect the youth of our nation.

Erm, they’ll all start sharing t-shirts? I don’t… what does that mean? Also the “culture war” is only a “culture war” because of the Moms’ ridiculous homophobia.

Christians should urge for the removal of GAP’s offensive billboard in Los Angeles and any other city where it is located.

Oh honey, if the billboard is in Los Angeles I think it’s a lost cause already.

GAP will also need to cancel any plans to use the “Be One” ad campaign elsewhere including store-front posters, its website, and in print magazine ads.

I like this though; the presumption that One Million Moms has the authority to simply say that GAP “will need to” do anything. I’m going to try it:

One Million Moms will need to provide evidence they have even close to one million members.

Last but not least:

GAP Inc. Brands approved this type of ad in public areas where families and children are sure to see it.

Well I’m guessing they could have faced the billboards out to sea where only sailors and surfers would catch a glimpse, but I reckon that would have rather limited the impact.

Please send your email to GAP now and let them know you are offended by their disrespect for family values and common decency.

Hear that? Gay people sharing a t-shirt offends their common decency.

One Million Moms, if gays wearing t-shirts offends you might I suggest you go live in a cave because, well, you’re not going to enjoy what the rest of us call an increasing reality of acceptance.


Related Reading:

Success! Ellen Foes Abandon JC Penney Attack

Gay Marriage Archie Comic Sells Out Despite Attacks

One Million Moms Wants Gay Marriage Archie Comic Removed from Toys ‘R’ Us


Image from public domain, no infringement intended.


Barb Mann
Barb Mann5 years ago

Parents are the ones responsible for teaching their children not billboards! The world is filled with questionable things in a child's eye, it's up to that chid's parent to explain it to them!

Amber Beasley
Amber Beasley5 years ago

I don't see those moms getting upset when there's a victoria's secret ad with a woman's boobs hanging out...? I may not like something, and I don't care for this ad, but I also don't like a million other ads that are in the world. it doesn't mean I'm gonna go attack them. the company has the right to put up whatever ad they want, I don't have to shop there.

Donna N.
Donna N.5 years ago

The One Million Moms organization is a project of American Family Association which was founded in 1977 by Donald E. Wildmon, who was pastor at First United Methodist Church in Southaven, Mississippi (the most bigoted state in the Union). It changed to American Family Association (AFA) in 1988. They have 180,000 members, which is way short of a million. Their home office is in Tupelo, MS. I suggest people inundate them with emails:, choose the department you wish to contact in the drop-down box.

Beth K.
.5 years ago

Jane R., of course it's ok to love anyone you want. That's what kids should be taught.

Gays are a huge customer block, so why not aim aids towards them?

Michael M calls the One Million Morons bigots, because that's what they are. They are the ones who are bigots, Michael just called them by their correct name. Like calling a thief a thief, or a murder a murderer.

Jane R.
Jane R5 years ago

I feel gays and lesbians should have equal rights in all areas of the law, but to put them in ads for all to see, which includes children, I think is wrong. Cigarette makers can no longer post billboards or advertisements on tv because it might influence kids to smoke. Why should anyone have the right to post ads or videos about lesbians and gays? Don't you think it will teach children that it's okay to have sex with the same sex you are? It would just confuse kids sho were brought up that marriage is supposed to be between a man and a woman.
Gays and lesbians will continue to buy clothes wherever they please without such ads. I find it discusting.
@Michael M. What's your problem? Why do you call them bigots? They are just moms that don't want this kind of thing exposed to their kids. Do you have any kids? I hope not.

Anita Wisch
Anita Wisch5 years ago

By One Million Moms voicing concerns about gay issues, they actually do exactly the opposite of what they are trying to accomplish.

It only raises the media coverage, and allows the "gay friendly" people to support whatever they are against.

Look at what happened when they demanded JC Penny drop Ellen Degeneres as their spokesperson. The rise in sales by gays, straights, and everyone else put money in JC Penny's cash registers, and backfired on One Million Moms, and they stopped the protest.

Brenda Moore
Brenda Moore5 years ago

The Hollywood and Highland Center in Hollywood has a GAP as one of it's anchor stores. I just saw this billboard the other day and thought it was kind of cool. But,this is why I decided to comment.

Just down the street from the billboard is Hollywood United Methodist church, one of the oldest in Hollywood and one of the most active when it comes to supporting equal rights and HIV/AIDS research.

So, this sentence from the Moms made me laugh. "Christians should urge for the removal of GAP’s offensive billboard in Los Angeles and any other city where it is located." I'm pretty sure Hollywood United Methodist would be the first to protest it's removal.

Give it up Moms, I think your terrorism is coming to an end.

Miranda Lyon
Miranda Lyon5 years ago

They need a name change = One Million Mean-Sprited Hateful Bigoted Moms.

Laura Perkins
Laura Perkins5 years ago

WOW, nothing like a million moms teaching people to hate! How shameful

Jane H.
Jane H5 years ago

They're just whistling "Dixie"!