Anti-Wal-Mart Sentiments Take On Religious Fervor

USA Today: Wal-Mart’s critics, opening a new front in their war on the retail goliath, are borrowing from actor-director Mel Gibson’s promotional playbook.
Producers of a new documentary, Wal-Mart: The High Cost of Low Price, will show it at about 1,000 churches, synagogues and religious sites nationwide on Nov. 13 in a bid to force changes in Wal-Mart’s employment and other practices.
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The film, by the director of Outfoxed: Rupert Murdoch’s War on Journalism, comes as Wal-Mart mounts a new effort to polish its battered image. The movie is part of a broader campaign by a disparate group of critics who now include ministers asserting Wal-Mart’s tactics are a moral as well as economic issue.
Producer Robert Greenwald hopes for the same success Gibson had last year building grass-roots support through churches for his blockbuster, The Passion of the Christ.
The Wal-Mart film features interviews with company employees, small-business owners, teachers and others who sharply criticize it with charges of low wages, skimpy health benefits and a poor environmental record.
“Those are moral questions,” Greenwald said Wednesday. “They’re questions of who we are as people, who we are as a country.”
Consumers may be receptive. Moral values ranked No. 4 among top non-economic worries in a Gallup Poll this month.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, I'm the founder and creative director at Bonehook in Portland, Oregon. We bring integrated marketing solutions to our clients in healthcare, human services, real estate, fashion, outdoor recreation, and food and beverage.