WLW 'The Big Juan' Billboards Come Down After Protest
May 8, 2007 at 5:46 AM (PT)
A billboard campaign by CLEAR CHANNEL Talk WLW-A/CINCINNATI is coming down after protests by the HISPANIC CHAMBER CINCINNATI USA. The boards, playing on the station's "THE BIG ONE" slogan, depict a man in sombrero and moustache with a Mexican flag and burro and index finger extended, and the slogan "THE BIG JUAN." 82 boards with the design were scattered throughout greater CINCINNATI, drawing the wrath of the chamber's President ALFONSO CORNEJO, who is demanding a written apology in the local newspaper and explanation.
The CINCINNATI ENQUIRER reports that CORNEJO wrote a letter to station management with copies to CLEAR CHANNEL corporate management calling the boards a "hateful campaign" and adding, "this is not funny in the least." He said the boards "do nothing to help our city or its people. On the contrary, they serve as a daily reminder of the offensive mind-sets that cause the disgraceful acts that divide our community."
The boards were the second campaign to anger CORNEJO, who called an earlier billboard with a Mexican flag and the Spanish translation of "Radio for Great Americans" "very offensive, but I didn't want to do anything. The second one was clearly offensive. Maybe I should have reacted sooner." CORNEJO told the ENQUIRER that if no apology is forthcoming, he will "revisit" the possibility of a boycott against the station.