J.C. Penney Fresh Recruits campaign – Your letters do count!

By: American Decency Staff

Very recently we were shocked and disgusted with JC Penney and their ad that featured young teen and pre-teen girls in skimpy bikinis.   Many expressed concerns along with us though there were a few that wrote us telling us that we just need to grow up and quit being so protective.  “Everybodyâ€Â dresses that way on the beach they say. How sad to see some so degraded and desensitized that youth and innocence are not treasured or protected. You may recall our alert last month making you aware of this concerning print ad from JC Penney.  The ad featured young teen and pre-teen girls in skimpy bikinis with the heading – “Fresh Recruits – We Make it Playful.  You Make it Fun.â€Â (See http://bit.ly/kpzd75 As we often do with concerning issues, we urged you, our readers, to contact JC Penney and made available a take action link for you to do so.  Obviously many of you did!  (For some of our reader’s correspondences with JC Penney see: http://bit.ly/gOwzyk Numbers of you, life-long Penney’s shoppers, communicated your concern and even stated you would cut up your Penney’s credit card! Penney’s has become increasingly oblivious to expressions of concern regarding indecency in their advertising. Rarely today do you see corporations admit to mistakes or wrong choices when it comes to the use of sexual innuendo in advertising. And so we were surprised, pleasantly so, to receive the following letter from JC Penney yesterday – a thoughtful response and an apology from the CEO of JC Penney.  See below: Dear Mr. Johnson: I would like to thank you and the American Decency Association members for contacting us to voice concerns over a recent jcpenney advertisement.  Taking a second look, I can see how this ad could be considered offensive, which was not our intention.  On behalf of jcpenney, I sincerely apologize for this lapse on our part. Our Company was founded on The Golden Rule and continues to operate based on the core principles of value, quality and integrity.  Additionally, jcpenney has been committed to the positive development of children through our afterschool program.  Over the last 10 years, we have donated over $ 100 million dollars to afterschool programs across the country to help America’s kids be smart, strong and socially responsible. To ensure we can avoid this type of situation from reoccurring again in the future, I have personally addressed this issue with the marketing team.  It is imperative that we be very conscientious and thoroughly evaluate our marketing messaging. Again, I truly appreciate your feedback and hope that jcpenney can continue serving you in our stores and online at jcp.com. Best Regards, Myron E. (Mike) Ullman, III It is refreshing to see a company acknowledge wrong-doing. A company that articulates that it is “committed to the positive development of childrenâ€Â as JC Penney claims, needs to exert much greater sensitivity toward our precious youth. We will continue to watch and remind JC Penney when needed of their pledge to be more conscientious.  At the same time, we are thankful for this response from JC Penney.  It is proof that speaking out – being salt and light – still can make a difference! I encourage you to thank JC Penney for their response and commitment to greater diligence in their marketing message. Contact JC Penney at: http://bit.ly/kQ3ODm Or write: J.C. Penny Company, Inc. Myron Ullman, Chairman and CEO 6501 Legacy Drive Plano, TX 75024 Ph: 972-431-1000 Fx: 972-431-9140 Media Relations Darcie Brossart (972-431-3400) jcpcorp@jcpenneycom A word from the past "… Here is the reason why we have a moral breakdown in every area of life. The titanic freedoms which we once enjoyed have been cut loose from their Christian restraints and are becoming a force of destruction leading to chaos. And when this happens, there really are very few alternatives. All morality becomes relative, law becomes arbitrary, and society moves toward disintegration. In personal and social life, compassion is swallowed up by self-interest. …" Dr. Francis A. Schaeffer ****************** Your support is important to our ability to make a difference. Donate online at: https://secure4.afo.net/ada/donate.php American Decency Association is a member of the Evangelical Council for Financial Accountability. American Decency Association Bill Johnson, President P.O. Box 202 Fremont, MI 49412 ph: 231-924-4050 www.americandecency.org http://www.twitter.com/billwjohnson

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