With a little altering of the government invented motto “In God We Trust,” which is used on money, the United States Postal Service thought they had come up with the perfect advertising campaign using the motto “In Priority We Trust.”
It turns out, many people were offended by the phrase, which they disliked because God was removed and the word replaced with a term used to describe a mail service. The postal service did not provide specific details, but did indicate the campaign was pulled because of consumer objections to the phrase. Some experts have commented that some people may have likened the phrase to idolatry, which the Bible describes as the substitution of something earthly for God.
USPS spokesman Ted Kelley released a statement that read: “The ‘In Priority Mail We Trust’ elements were one component of a multi-channel campaign to launch a new sweep of priority products available online and in post offices on July 29. Some customers voiced concerns with the phrase. Being sensitive to their concerns, we directed affected post offices to remove the elements.”
The post office is already cash strapped, so this will probably result in more criticisms for the financial losses resulting from the lost signage and nixing the campaign. An independent agency of the federal government, the USPS had losses totaling $16 billion last year. Because of the financial crunch, USPS cut delivery times and even closed locations to save money.
The term “In God We Trust” was an invention of the U.S. government, having entered the national consciousness through the currency. According to the U.S. Treasury Department’s Web site, “Secretary of the Treasury Salmon P. Chase received many appeals from devout persons throughout the country” during the Civil War. Those people from the general public urged the federal government to “recognize the Deity on United States coins.” After the term was used on currency, the popularity of the phrase escalated, and it has been commonplace across the country.
Experts have mixed emotions about whether the USPS did the right thing by getting rid of the campaign because of the complaints. Some experts believe even though there was a big loss of money because of the campaign materials being thrown out some believe it could have helped save customers in the long run, which is significant.
In the meantime, the USPS is working to regain ground and get back on sound financial footing. There have been rumors of more delivery cuts and location closings, but those are yet to be determined.
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