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(Feel free to reprint this in your blogs and on other websites. You don't even need to credit me.)
For those of you watching ABC's "report" on the Matthew Shepard killing tonight, here's a way to turn your (hopeful) anger and frustration to good use.
Make a list of the advertisers (I hope to have a full list courtesy of other activists in a day or two) who hawk their wares during the show. Any of those advertisers you might normally patronize over the next week, figure out how much you would have spent, and go somewhere else.
At the end of the week, add up how much you would have spent with each of those advertisers, and send each of them a letter along these lines:
Mr./Mrs. C.E.O. Whomever
Advertiser Name
Address
City/State/Zip
Dear Sir/Madam:
On November 26, 2004, an ad for (your product or service) aired on ABC's "20/20," during a program which distorted the facts of the 1998 killing of Matthew Shepard.
By my reckoning, during the succeeding seven days I would have spent $xx.xx at (your place of business). To help repair the damage done by ABC, aided and abetted by your advertising dollars, I have chosen to instead make a donation in your name for this amount to the Matthew Shepard foundation.
I hope that in the future, (your company) will be more careful about which programs it chooses to support with its advertising dollars.
Thank you.
(Your signature)
Then send a cover letter and check to the Matthew Shepard foundation. Make sure that the donations are recorded in the names of the companies you send these letters to.
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