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Author: Aleena Gardezi

Fusion: Is Intolerance the New America?

Posted January 18, 2017

News media company Fusion and its creative agency SS+K are taking a stand against censorship by a new billboard in Manhattan—this time with the censored images crossed out. “X marks the spot of censorship,” the billboard says. “See the images America wasn’t ready for.”

When Fusion and SS+K launched the “As American As” campaign, they hoped that the images like gay men kissing, a drag queen standing on her stoop and an African American baby wearing a “black lives matter” t-shirt would spark a public conversation about diversity and inclusion in America.

Instead, they experienced censorship and rejection from some of the most cosmopolitan places in America, such as a building in New York’s Lower East Side.

Here are a few challenges they faced:

New York City, NY: Essex Street

While media partners approved the imagery, the placement in the Lower East Side was taken down due to complaints by the building owner on which the images were featured.

Stamford, CT Bus Shelters and Billboards

A major Connecticut media company rejected all of the imagery of gay men kissing and a woman holding her covered breasts. After various phone calls, they ended up rejecting all LGBT imagery and, while they agreed to approve some of the photographs, they required that Fusion or SS+K sign a waiver to cover any financial costs related to vandalism of the allotted bus shelters and billboards.

Philadelphia, PA: 15th street station domination

Philadelphia’s Transit Authority, SEPTA, initially rejected the imagery but after multiple rounds of editing, they finally agreed to a set of ads for the Union Station domination out-of-home placement. However, they changed their minds at the last minute and rejected an image of a drag queen standing on a stoop simply drinking a cup of coffee. They also rejected the two gay men because of the appearance of men’s’ nipples—even though they approved the image of a topless male Asian rapper.

Below are the images that were in question:

DIVERGE spoke to Bobby Hershfield, Chief Creative Officer at SS+K to find out more:

Where did the idea for this campaign come from?

Fusion prides itself on being a media outlet for a diverse and young audience at a time when many of them feel alienated from traditional and not so traditional news outlets. Who is speaking for them? Who represents their values and beliefs? It is with this insight that we wanted to portray their America. How Fusion represents the world that they live in. It used to be As American as apple pie,” now “As American As…” has so many more contemporary comparisons.

Why is it significant?

At a time when our country is so divided, we wanted to make sure the voice of our audience is represented.  Right now women’s rights are being threatened, health care is being threatened, race relations are strained. This campaign is significant because it reminds our audience that we stand with them and are a loudspeaker for the issues and topics that matter the most.

Who is the team behind this campaign?

Our clients from Fusion and then Armando Flores led it. From SSK and Margaret Weber and Malika Reid were the creative team. Gillian Laub was the photographer who also did our videos for us. It was a real honor to work with her. And Gisell Galan and Rob Shepardson were the team who led the entire project.

Why is intolerance the New American and what can we do about it?

We can always speak out to what we believe the New America should be, not what it is, but what it should be. We can give a voice to an audience who feels overwhelmed and underrepresented. We can tell them that there are organizations who believe what they believe and are not afraid to speak out on their behalf.

What do you hope to get from this campaign?

Well, we’d be lying if we didn’t say we wanted more people to go to Fusion for their news. To become a part of that world. But we also want other news organizations and other audiences to take notice. To know this group believes in things that might be different than the opinions of a mainstream America and their voice should be regarded in similar fashion.

What kind of feedback have you received?

We received some incredible emails from students who really appreciated the campaign. One in one market was moved to tears because the campaign spoke so deeply to her. And then there was censorship from some out of home media vendors, who would not run many of our images.

Why is diversity so important to Fusion as a media company?

Because it was designed to reflect a complete America. Not just the America for some but the America for all which celebrates our diversity not just in appearance but in beliefs and values and lifestyle.