One Million Moms has switched gears in its battle against vulgarity, abandoning its attack on Ellen Degeneres as a J.C. Penney spokesperson, and instead focusing its energy on targeting "GCB," a show they feel paints Christians in an unfair light.
Monica Cole, the director of OMM, told OneNewsNow that their demand of J.C. Penney to choose a heterosexual spokesperson would be withdrawn. In addition, the traditional values advocacy group would no longer publicize their boycotting of the department store, although many OMM members still vowed never to shop there.
"We have heard back from so many of our members," said Cole. "Men and women … saying they will no longer shop there are J.C. Penney, as long as Ellen Degeneres is their spokesperson."
Cole believed that J.C. Penney had switched their values from when they were founded. James Cash Penney, Christian son of a Baptist preacher, founded the company in 1913.
"J.C. Penney stated that Ellen DeGeneres shares the same values that they do. So obviously, it's not the same as Christians or conservatives, which is unfortunate- J.C. Penney was founded by a Christian man," she told OneNewsNow.
J.C. Penney's reason to stick with a controversial spokeswoman like DeGeneres could be part of the company's attempt to regain lost ground in the retail sector. In November, they reported a loss of $143 million, and in January, revealed that they would cut thousands of jobs nationwide.
The New York Post reported that the changes were so severe that workers were asked to take undesirable schedules or quit - there would be no negotiation.
"Many employees were given an option … to either leave the company or be moved to different shift," a source told The Post.
Cole also pointed out that J.C. Penney's credit rating was just downgraded by financial rating firm Fitch to "junk," further demonstrating the need for the company to make drastic changes.
For the director, the change included aligning the company with a decidedly secular viewpoint - one that might get shoppers through the door.
"Everyone works hard for their money, and they want to spend their money with companies that have the same values as them," Cole purported.
As for OMM, the family advocacy group will focus on "GCB," a television show which depicts good Christian belles "[mocking] Christianity repeatedly," according to the website.
So far, One Million Moms has succeeded in having Kraft pull their advertisements from the program. Philadelphia Cream Cheese commercials will no longer be aired during the controversial show.