Described as "Public Relations disguised as advertising," Denny's launched their intensive diversity campaign after they lost a lawsuit in 1995. They paid out $54 million and their solution to win back their reputation was a diversity campaign. They launched a $5million TV, radio, direct mail, and print campaign targeting African Americans in South Carolina. Some examples of taglines: "<em>Noticing a person's color doesn't make you a racist, acting like it matters does</em>" and "<em>Diversity. It's about all of us</em>"