On January 3, 2023, the Navy Gold Star Program’s Facebook page, posted a video of a Fox News Story, titled, “‘Unite the USA’ Honors America’s Gold Star Families This Holiday Season.” At first glance, one might assume this is a non-profit, but is actually a for profit conservative website, prominently advocating anti-abortion, anti-gay, and ultra-conservative ideals.

In the video ‘Unite the USA’ purports to offer free star ornaments to Gold Star Families. You only need to send your name and address. The Navy despite clearly stating that it does not endorse any content in its NGSP posts, is sharing with its Gold Star Families that this religious-extremist entity would like to send them free ornaments if they only supply their name and address.

According to its website: “‘Unite the USA’ exists to promote positive patriotism, encourage conservative standards, honor veterans, give a voice to the poor and afflicted, and to fully apply "in God we trust" to daily life.”

Its website ends in a .org, which is commonly associated with non-profit organizations. However, this is a for-profit business. Stacie and Carrie Stoelting started the site, and are endorsed by David Barton, founder of the Wallbuilders. The Southern Poverty Law Center deems him an extremist based on his anti-LGTBQ views, commitment to ending the separation of Church and State, and his highly refuted claims in his book, “The Jefferson Lies.” While many conservatives have distanced themselves from him, ‘Unite the USA’ features him prominently atop its endorsement page.

‘Unite the USA’ directs its followers to websites such as the “American Family Association,” which the Human Rights Campaign called a “hate group“ in 2015.

The Navy has, while not ”endorsing” ‘Unite the USA,’ given it a platform, and directed unsuspecting military families, Veterans, and Gold Star families to the ‘Unite the USA’ website, to be groomed with ultra-conservative mailings, and solicited with newsletters fawning over the military community, in order to seek “donations,” despite there being no Federal Tax ID number on the site, as it is NOT a non-profit organization.

According to a 30 June 2021 Press Release from the [then] Chief of Naval Personnel Public Affairs, Vice Adm. John B. Nowell Jr., said in a June 17 video message:

"For those who identify as LGBTQ+, it's been a long road getting here. This past year, specifically, has taught us that we can no longer accept intolerance, bigotry and racism in our Navy or our Nation. We need a diverse team with diverse life experiences. A team that can outthink our adversaries, who continue to build their forces and are becoming more and more aggressive."

And, yet, the NGSP still posted this.

The advent of social media gave rise to an ever evolving appropriation of military service, loss, and grief for clicks, profit, and advertising. Voices that otherwise would not be featured in the mainstream as newsworthy, are afforded the opportunity with a claim of patriotism. These exclusive groups provide “honor” and “recognition” to Gold Star Families, Service Members, and Veterans, while gathering their names, addresses, and email addresses. Their goal is an enhanced mailing list, an engaged audience to prey upon, and a profit gained from appropriating patriotism.

The official U.S. Navy Facebook page would not be permitted to share this news story per DoD Social Media Policy. However, the NGSP (a highly visible program initiated by the Chief of Naval Operations) seemingly operates far from the policy of CNIC, the Navy, and the Department of Defense.

More to come…in development…

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The Fox News Story is also available here.