Apr
3
Waco’s KWTX.com Declines PSAs Featuring Rape Survivors
Filed Under Uncategorized | By Nichole Tips
In February 2003, TAASA launched the award-winning “Speak Up. Speak Out.” campaign, which included television, radio and print public service advertisements that still run today. Each ad features an actual survivor of sexual assault sharing his or her own personal story. However, their messages are about hope and healing – survival and recovery, rather than victimization – reinforcing the campaign’s goal to inform the public about sexual assault crisis services and to encourage dialogue across Texas.
This year, we planned to run the campaign in the Waco/Killeen/Temple market for the first time ever. Our crackerjack media buyer Jimmy Stewart negotiated amazing deals and after doing what felt like endless paperwork, overnighting tapes etc., I thought we were all ready to go on April 6th. I even tweeted my excitement about expanding to Waco and Amarillo after receiving positive feedback from the first leg of the campaign in Austin. Then today I received this email, forwarded from Jimmy:
Thank you for your interest in purchasing display and video advertising on KWTX.com. While I appreciate the goals of your organization, we will not be able to accept the display ad and pre roll creative on this campaign for KWTX.com.
I do not feel this creative message advances the goals we have set for KWTX.com. I would be happy to review another style of ads if you have something else available.
Again, thank you for your interest.
Lynette Van Beber
Internet Sales Director
KWTX.com
Waco/Temple/Killeen, TX
In case you were wondering what the creative was, click here to see the banner ads and two of the three pre-roll spots.
Jimmy said we could either have a conversation with them about accepting the content, or look at other places to shift our buy. I immediately looked at their website and at the time the headline with the second-largest font said “Central Texas Man Arrested On Multiple Counts Of Sexual Assault Of A Child“. A sidebar on the left side listed the most popular stories on the site including #6 – “24-Year-Old Charged In Rape, Murder Of 13-Year-Old Texas Girl“. Two prominent stories about sexual assault. Clearly we needed to discuss Ms. Van Beber’s issue with the content. I couldn’t understand how a campaign depicting real people showing their face and sharing their story of survival didn’t “advance the goals” of KWTX.com. And what are these goals anyway?
I typed up my thoughts, including some background info on the campaign, and sent them over to Jimmy with my permission to forward as appropriate. He added some thoughts of his own and asked Ms. Van Beber to reconsider the ad buy. (Did I forget to mention that these were paid spots that they declined?) When he initially phoned to follow up, she was too busy to talk to him. I asked Jimmy to put the TV spots that we purchased on KWTX and KWTX-DT on hold until this was resolved and promised him I would take no further action over the week. For me, this meant no more Facebook posts on the TAASA page. No tweets. (Can you tell I love Twitter?)
On my way home, I received an email from Jimmy with another email from KWTX:
Thank you for your call today, I apologize that I wasn’t available to talk.
I completely respect the goals and initiatives of your organization and I think your message is an important one; however, I am still declining this creative for our website.
I had a lengthy conversation with our General Manager, Bob Bunch, before I made this decision and he agrees with my position.
As the leading television station in the market, I’m sure the ads running on our station will do much to advance your organizations’ goals and I wish you continued success.
Lynette Van Beber
Internet Sales Director
KWTX.com
Waco/Temple/Killeen, TX
This is the first time since the campaign launched that a media property has refused to accept this creative. Sure, there may have been initial hesitation…. but declining the creative completely? That feels like censorship to me.
What are your thoughts on this? Would you like to let the folks at KWTX know how you feel? Feel free to share your thoughts in the comments section or contact KWTX directly. If you leave your comments here we will make sure they receive them.
Comments
16 Responses to “Waco’s KWTX.com Declines PSAs Featuring Rape Survivors”
I just saw one of these ads (in Austin, on Time Warner Cable) and was VERY impressed to see a rape survivor speaking out. I thought the spot was well done and silently said “Kudos” to whoever produced it, and especially for the willingness of a survivor to look straight into the camera and speak about her experience. I can’t imagine the courage that took.
Just a few minutes later I saw a Twitter message that linked here and found out that KWTX has refused to sell ad time for the same message on their Web site. Unbelievable! What can they possibly find offensive about it? Does Ms. Van Beber think rape doesn’t happen? Does she hope rape victims will just crawl off and shut up? What exactly are these “goals” KWTX has that conflict with the message of this creative?
If KWTX would like to offer content that truly helps the Waco community–and given the news articles you cited, there is an obvious need–then they should immediately reverse the decision and allow this purchase. Or, I suppose Ms. Van Beber and Mr. Bunch can continue to live in their “don’t worry, be happy” online world while the victims of rape within their community continue to suffer silently.
Speak Up, Speak Out is the right message. What a shame these two decision makers want to stifle it.
Did you see the Oprah ad on KWTX.com? The title of the Oprah show advertised was “Sex: Women Reveal What They Really Want.”
I am absolutely disgusted with KWTX. Night afer night they promote and air stories about violence against women and children, but how DARE a woman actually speak out on her own behalf? THAT is a news story that I would like to see one of their competitors pick up!
We have the power of social media at our fingertips. Let’s use the web to spread the word and make a difference. Share this post across your social networks, tweet it, share it on facebook, Digg it, Stumble it, etc.
Most importanly though, email or write to KWTX (@KWTX on twitter) and let your voices be heard.
Afterall, Speak Up, Speak Out is the right message!
I too am disgusted at the actions of KWTX. I can’t imagine what “goals” they have, that the videos of these brave men and women speaking out against violence, goes against. As I understand it this organization was willing to pay for the ad….they were not asking for a freebie. I think TAASA deserves an explanation of why those ads goes against the “goals” of KWTX.
I received this email from the KWTX General Manager yesterday. He has stated that he supports TAASA’s mission, he has reversed his decision and the PSA’s have been accepted. We will be moving forward with their campaign. (Clearly the right move on their part):
Jimmy, after again reviewing the content of the ads and the goals and work of this organization put forth on your website, these ads will be on our website in order to reach the community with an important message.
The one-to-one nature of the web led us to believe that the ads might be too intrusive as pre-roll (the banners were never in question), but the issue of rape obviously requires that the message carry this kind of weight and ultimately we must leave it up to the viewer to decide. The public certainly has a right and need to know the faces of the victims of rape and we believe that good will be done through providing this awareness on television and on the web.
I applaud the passion of the members of your organization and regret any misconception that our organization might be less than thoughtful or considerate to an issue. It was simply an incorrect decision on my part that is now righted.
Please let us know the progress of your campaign and we will let you know of any feedback we get from our viewers and web users. Lynette will contact you Monday earliest for any web technical needs.
Bob Bunch
VP/GM KWTX
Mr. Bunch made the right decision. I would like to express my appreciation to him and KWTX for reversing their original decision. Thank you Mr. Bunch and Ms. Van Beber!
I have to say that the comments here on this post illustrate a widespread problem with blog comments. That problem is jumping to conclusions and berating people and organizations that you have not contacted personally.
I know Bob Bunch personally, he was my boss back in the mid 90′s. He is a good person and a reasonable man. What you had here was a misunderstanding, not a conspiracy.
What are the intentions of critical comments? To bully an organization into doing what you want? In the end, Mr. Bunch gave made the right decision. If you were critical in these comments, I think you owe him and KWTX an apology.
The personal nature of this situation has also made me think about my online critical comments. In the future, I think I will first ask how I might react if I were able to have a personal conversation instead of just typing in a comment.
I have a rule about this sort of thing.
Don’t post anything that you wouldn’t be comfortable saying to the other person, face-to-face. Plus it must also pass the “mum” test i.e. if my mum were listening to the convo she wouldnt be upset / appalled by what I said.
On the subject of the station I believe any organisation can choose to do something or not, and its up to them, even if its the most worthy of causes (as in this situation). Sometimes you just have to roll with a no.
It’s good that in this situation a decision has now been made to run the ads however I hope it wasn’t as a result of any negative campaigning re the original decision.
@mikeashworth
I actually called and spoke with Mr. Bunch today. Which you should have done before you wrote this post, Nichole.
I viewed the “creative” and understand why KWTX was hesitant about the internet campaign. If a young person went to the KWTX website and saw a banner ad that said in large letters “I WAS RAPED” that would be a little jolting. The TV ads do not have that sort of graphics.
Bullying KWTX or any other media just makes your organization look ridiculous. Maybe personal visits from someone in your organization to the station and not blogging it to humiliate people would serve better.
Jade – Nichole blogged about it after putting a lot of effort into trying to resolve the issue with KWTX, but they would not elaborate on their position. I don’t think there’s anything wrong with using blogging as a way to keep media outlets accountable.
Bullying is bullying bottom line. Shame on Nicole.
Sharing information and allowing people to decide if it merits action is hardly bullying, in my opinion. See “I Am an Advocate for Survivors of Sexual Assault (KWTX Follow Up)” http://taasa.org/blog/?p=833.
Posting private emails on a public forum is bullying.
I am going to close comments on this post. My follow up thoughts are in a separate entry. If you would like to discuss anything with me personally, please call or email me through the contact us page on http://www.taasa.org. Thank you.