#StopTheHate campaign fuels Lego’s split with Daily Mail

Organizations are becoming increasingly particular about where they advertise. Here’s how execs reacted after a petition signature and letter from a ‘loyal Lego customer’ went viral.

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Is the mantra “all publicity is good publicity” a thing of the past?

Some in the U.K. think so, especially as it’s becoming increasingly important for brand managers to maintain a public image that reflects their brand’s personality.

This week—in response to a recent #StopTheHate campaign and Change.org petition—Lego executives vowed to cut all advertising ties with the Daily Mail, a U.K. tabloid.

The Independent reports:

The Stop Funding Hate campaign was founded in August following what it said was “hatred, discrimination and demonization” being promoted by some newspapers.

A Daily Mail spokesman said, “Our agreement with Lego has finished and we have no plans to run any promotional activity with Lego in the foreseeable future.”

The original agreement had been for a promotional campaign of free giveaways rather than an advertisement.

For Denmark-based Lego, the move away from the Daily Mail is just as much about protecting its family-friendly image as it is about continuing to build trust with customers.

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