DCA Targets Diversity for Kmart

Don Coleman Advertising has created a TV spot for Kmart Corp. for the second year of its “Share the Word” diversity message.

The 30-second spot from the Southfield, Mich., shop features gospel singer CeCe Winans. It will air throughout January in spot buys in New York, Los Angeles, Chicago, Detroit and Washington, D.C., before moving into Kmart’s national rotation schedule in February, said Manny Fields, senior vice president and group account director for Kmart at DCA.

In the spot, viewers are encouraged to pledge to “honor and respect the many cultures of our society” and to “recognize the significance of all races, without prejudice.”

Kmart’s management team, including Chuck Conaway, Kmart chairman and CEO, have made targeting a diverse racial base of both customers and employees part of the Troy, Mich.,