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JC Penney Corp Inc
6501 Legacy Drive
Plano, TX 75204
(972) 431-1000

Our Gallery of Winners is for educational purposes, and to give our web site visitors the chance to contact media-makers to praise their efforts. The items are mostly chosen from the U.S. mainstream media available in the last year, using an independent process. Please submit your picks on our Contact page.

JC Penney paves the way for LGBT advertising

Questions to Consider:

• How are these ads helping the LGBT community?

What We Think:

JC Penney’s May 2012 catalog shows a lesbian couple with their two daughters just in time for Mother’s Day! It’s great to see such a big retail store be in support of the LGBT community and shows the reality that we live in. Kate Coultas, a spokesperson for JC Penney, states that “as JC Penney focuses on becoming America’s favorite store, we want to be a store for all Americans. In celebration of Mother’s Day, we’re proud that our May book honors women from diverse backgrounds who all share the heartwarming experience of motherhood.” Not only has JC Penney showed support for the LGBT community through this ad but, has chosen Ellen DeGeneres, an openly gay talk show host, as their spokesperson. We would like to applaud JC Penney, because even after all the protest and bashing they received for their choice in ads and spokesperson they stood by their decision and continue to give their support. — Nickole Mariona

Go to our blog to read more about this.

What Do You Think?