Issues@Hand
AFA initiatives, Christian activism, news briefs
August 1995 – The AFA boycott of Unilever apparently is achieving what many reasonable appeals to the company failed to produce – a re-evaluation of the programs they sponsor on TV.
On June 20 Unilever president Richard A. Goldstein sent an internal memo to several Unilever officials condemning AFA’s efforts but at the same time saying that the company would re-evaluate the sponsorship. AFA had tried several times over many months to get Unilever to do exactly that, but the company refused to respond to AFA’s correspondence. However, following thousands of phone calls and letters from customers joining the boycott and a full-page ad in the New York Times promoting the boycott, Chrm. Goldstein decided it was time for the company to act.
“Dear Colleague,” Goldstein wrote, “On Sunday, June 11, an advertisement was carried by The New York Times (copy attached) that urged consumers to boycott our products because we advertise on television shows that the authors of the ad judged to be offensive. Let me share with you our reaction to this advertisement and ask for your cooperation as we deal with this sensitive situation.
“The ad was placed by the American Family Association (AFA), an organization with a history of criticizing American business practices. In the past, the AFA has targeted General Motors, AT&T, PepsiCo, S.C. Johnson and Procter & Gamble, amongst others. In its criticism of Unilever, the AFA maintains that through our television advertising, we support programs that promulgate excessive violence and sex on American television.
“The advertisement asks consumers to boycott Unilever products until such time as we adopt a policy that conforms to the expectations of the American Family Association. While we respect the right of this organization to have its own views, we do not intend to capitulate to such pressure.
“As individuals and as parents, we in Unilever recognize our own personal responsibility to judge and control what is seen or read in our homes. As a responsible company, Unilever has a policy of carefully pre-screening the programs on which we advertise. We have, in fact, withdrawn advertising from programs that have not met our standards.
“While we will not yield to the threat of a boycott, we have reflected on the points made by the AFA and others. There is, without question, a rising tide of sentiment that supports a reduction in the violence and explicit sexuality from many sources to which we and our children are exposed. Therefore, we will re-evaluate our programming selection practices, challenging our current assumptions about what is appropriate for a company as diverse as Unilever.
“In this context, we would appreciate knowing your views on this issue. Please feel free to contact your personnel representative, or write to me directly.
“I close by reminding you that Unilever is amongst the greatest companies in the world, and as a leader, we have a history when challenged, of responding by doing the right thing. I assure you that our response in this situation will not be different. Thank you for your support. Sincerely, Richard A. Goldstein.”
Donald E. Wildmon, president of AFA, said he was pleased with Goldstein’s comments. “It is tragic that it took a message to Unilever’s pocketbook to be heard. But repeated attempts to the moral conscience of Unilever were ignored,” he said. He urged people to continue to observe and promote the boycott, while at the same time to thank Goldstein and encourage him in changing Unilever’s practice.
Wildmon praised the work of AFA supporters. “Our people are workers and doers. Without their help Unilever would never had re-evaluated their practice. This is a great testimony of the power of dedicated people getting involved. With the active involvement of our supporters, we can touch the pocketbooks of multi-billion, multi-national companies and impact them for good.”
And while the secular media in the U.S. has refused to give the boycott any exposure, media in the Netherlands and England have been very interested. The London Sunday Times did an extensive report. Reporting on the effectiveness of the AFA, the Times stated: “‘That man (Wildmon) is every company chairman’s nightmare,’ says one American executive.” The Times said that Unilever “by maintaining a silence (hopes) the issue will go away...‘Wildmon’s comments should be directed at the makers of programmers if anyone, certainly not the advertisers,’ says one Unilever insider.”
However, Unilever’s support for TV sleaze got one boost from the head of Barricade Books in New York. Lyle Stuart wrote Goldstein saying that his company is supporting Unilever for their stand. Stuart wrote: “I saw that full page ad by those Mississippi bigots and we’ve responded by establishing the following program: My staff has been given a list of Unilever products. For each proof of purchase they bring in, they will receive $1. We’ve set aside a fund of several thousand dollars to cover this and we’ve given the staff the list of your products that appeared in the ad. We’ve also established a bonus for the person bringing in the most proof of purchases in any single month. That person will receive a $300 bonus. We’re doing this for three months. I imagine this will persuade our staff to encourage friends and neighbors to buy your products and give them the proof of purchase material. It’s amazing that religious fanatics – mostly nut cases – are able to raise the millions in contributions that they do. I trust none of their ridiculous attempts will influence your program decisions. Sincerely, Lyle Stuart.”
Mr. Stuart’s address is: Lyle Stuart, Barricade Books, 150 Fifth Avenue #700, New York, NY 10011, phone 212-627-7000, FAX 212-627-7028.
In contrast to the misguided efforts and prejudice of Mr. Stuart, hundreds of thousands of hard working AFA supporters were working to make the boycott a success – calling and writing Unilever, passing out boycott cards, helping get the information out. In fact, Bruce Davis, president of Dandy Mart Convenience Stores in Mt. Vernon, Texas, has stopped selling Unilever products in his stores. Davis wrote Goldstein: “Due to your continued sponsorship of nudity, violence, sex and profanity on prime-time television, Unilever products will no longer be used in our home. In addition to personally ridding our home of your products, we will no longer carry any of your brands in our chain of convenience stores. We will also be alerting our friends and relatives that you have become the #l sponsor of sleaze on prime time TV and urge them to join us along with thousands of other families in boycotting your products.” Supporters are urged to order Boycott Unilever cards to distribute in your church, at work, among your friends. They are $2 per hundred including postage. Order from AFA and include payment with order.
AFA encourages supporters to write President Richard A. Goldstein a personal letter thanking him for re-evaluating Unilever’s stand, and encouraging him to indeed “do what is right.” Call Unilever’s customer service at 1-800-598-1223 to pass along the same message. (Please be polite.) The address: Pres. Richard A. Goldstein, Unilever United States, Inc., 390 Park Avenue, New York, NY 10022. 
