EXCLUSIVE REPORT

@thewokeginger

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SoundTikTok sound · Breaking News

Promoted product

Lowe's Home Improvement

Why it worked

The video leverages a controversial partnership to tap into strong emotions and social justice concerns, encouraging audience engagement through outrage and a clear call to action. It presents a narrative of corporate responsibility and consumer power.

Summary

The video claims Lowe's Home Improvement is soliciting customer donations for Samaritan's Purse, an organization described as anti-LGBTQ+ and anti-women's rights due to its leadership and stated beliefs. It highlights past controversies involving Samaritan's Purse and criticizes Lowe's for partnering with them.

Structure

1Lowe's soliciting donations for Samaritan's Purse
2Samaritan's Purse's anti-LGBTQ+ and anti-women's rights stance
3Franklin Graham's opposition to LGBTQ+ rights and abortion
4Criticism of Samaritan's Purse's past actions
5Lowe's right to partner vs. customer choice
6Call to action to stop funding hate

Product placement

Lowe's Home Improvement (ACTS - solicits customer donations, its checkout screen is shown; removing it would change the video's topic) | Samaritan's Purse (ACTS - is the organization Lowe's is soliciting donations for, its logo and statements of faith are shown; removing it would change the video's topic) | Franklin Graham (APPEARS - mentioned as leader of Samaritan's Purse; removing him would not change the video's topic) | Billy Graham Evangelistic Association (APPEARS - logo shown on an article about Franklin Graham; removing it would not change the video's topic) | New York City Council (APPEARS - logo shown on a statement from Corey Johnson; removing it would not change the video's topic) | Lowe's Careers (APPEARS - website shown; removing it would not change the video's topic)

Original caption

Lowe’s chose to partner with Samaritan’s Purse. That matters. Because behind the disaster-relief branding is an organization that openly rejects LGBTQ+ equality, mixes humanitarian aid with evangelical conversion, and is led by Franklin Graham, a vocal opponent of abortion rights and marriage equality. You don’t get to market “community” and inclusion while putting corporate support behind organizations that tell LGBTQ+ people we do not fully belong. We see it. And we remember where our dollars go. Hashtags: #Lowes #LGBT #CorporateAccountability #EqualityMatters #LGBTQ

More from @thewokeginger

On-screen text

EXCLUSIVE REPORT LOWE'S HOME IMPROVEMENT IS SOLICITING CUSTOMERS FOR DONATIONS TO AN ANTI-LGBTQ+ AND ANTI WOMEN'S RIGHTS ORG LOWES HOME IMPROVEMENT IS ASKING CUSTOMERS TO FINANCIALLY SUPPORT AN EVANGELICAL NON PROFIT THAT IS ANTI LGBTQ+ AS WELL AS WOMEN'S RIGHTS. Today's Date 9/16/26 FOLLOWERS SENT ME THIS PHOTO AT THE CHECKOUT AT A LOWE'S IN WASHINGTON STATE ASKING CUSTOMERS TO DONATE TO SAMARITAN'S PURSE. SAMARITAN'S PURSE IS AN EVANGELICAL NON PROFIT LED BY FRANKLIN GRAHAM, AND IT REQUIRES PEOPLE TO CONFIRM A STATEMENT OF FAITH. THESE STATEMENTS OF FAITH ATTACK MARRIAGE EQUALITY AS WELL AS TRANS IDENTITIES. FRANKLIN GRAHAM: 'The Battle Is Not Over' in Roe v. Wade By Laura Bailey May 3, 2022 LIKEWISE, FRANKLIN GRAHAM HAS BEEN A STRONG OPPONENT AGAINST WOMEN'S RIGHT TO CHOOSE TO AN ABORTION. HE CELEBRATED THE OVERTURNING OF ROE VERSUS WADE AND SAID THERE'S STILL MORE WORK TO BE DONE! Statement from Speaker Corey Johnson on Samaritan's Purse May 4, 2022 New York, NY - It is time for Samaritan's Purse to leave New York. This growing group, which is led by its founder, openly bigoted, hate-spewing Franklin Graham, came at a time when our city couldn't in good conscience embrace them. Their continued presence here is an affront to our values of inclusion, and is painful for all New Yorkers, who care deeply about the LGBTQ community. SAMARITAN'S PURSE WORKS WITH DISASTER RELIEF. HOWEVER, EVEN IN THOSE SITUATIONS, THEY'VE BEEN CRITICIZED! DURING THE COVID PANDEMIC, THEY OPENED A FIELD OPERATION OFFICE IN NEW YORK CITY. AND EVEN THEN PEOPLE WERE CRITICIZING THEM REQUIRING NURSES AND DOCTORS TO SIGN AN AGREEMENT OF FAITH. Lowe's Careers Diversity + Inclusion Under our roof, your ideas and perspectives are valued, respected, and given now opportunities to thrive. EVERY RIGHT TO PARTNER WITH ANY WANTS TO! HOWEVER, WHEN THOSE NON PROFITS ARE ACTIVELY ATTACKING THE LGBTQ+ COMMUNITY AND WOMEN'S RIGHTS? WELL, CUSTOMERS HAVE A WHETHER OR NOT TO SUPPORT YOU! TAG LOWE'S AND TELL THEM TO STOP FUNDING HATE OUR DOLLARS MATTER, OUR VOICES MATTER, AND COMPANIES NEED TO KNOW THAT WE'RE PAYING ATTENTION!