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An online campaign urging Macy’s to fire Donald Trump is hitting the streets.
On Saturday, a mobile billboard attached to a truck began circling Macy’s corporate headquarters in Cincinnati, Ohio, as well as a nearby department store. In New York, another mobile billboard began circling the company’s flagship store at Herald Square.
The mobile billboards are the latest gambit of Dump Trump, a petition from the liberal group MoveOn.org, which has gained nearly 680,000 signatures since launching last month. The petition charges Trump with making “sexist” and “racially charged” comments, which organizers say go against Macy’s social responsibility policy.
“There is a gap between what Macy’s brand is and what Donald Trump’s brand is,” protest organizer Angelo Carusone tells The Hollywood Reporter.
The new billboards feature photos of a classic Santa Claus next to an aggressive-looking Trump, as well as the words “Bring back the old Macy’s. Dump Trump.” The campaign is asking the retailer to stop carrying Trump’s line of clothing and fragrances and to stop using him in ads.
“Macy’s says they are a cut above the rest. They appeal to everyone’s nostalgia. They inject themselves into our culture and our holidays,” says Carusone. “We don’t think [Trump] represents the values they espouse.”
Macy’s has stood by Trump, saying through a spokesman last month: “Macy’s marketing and merchandise offerings are not representative of any political position.”
NBC has also indicated it will stick with Trump as it prepares to launch another season of his Celebrity Apprentice in March. Carusone says he would consider taking similar action against NBC but has not made up his mind.
“I am certain there’s strong public sentiment for an action like that. But I am still evaluating its potential,” he says.
Carusone hopes the mobile billboards will make Macy’s see Trump as a liability rather than an asset, and says he will likely organize protests at future Macy’s events.
“The thing they have to be thinking about is what happens with Donald Trump’s next inevitable flare-up,” Carusone says.
He cites as an example Trump’s much-talked about election-night Twitter tirade, in which he called for a march on Washington and said the U.S. was being “laughed at” for reelecting Obama.
“The simple reality is Donald Trump will say something just as awful, negative and attention-grabbing as that,” he says.
The billboards will run through Christmas Eve during peak shopping hours.
Macy’s has not responded to THR’s request for comment. We will update if it does.
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