When you pick up the phone to reach out and touch someone, do you stop to consider your views on homosexuality?

Probably not. But a new long distance company somehow correlates their services with so-called “moral” lifestyles.

LifeLine, a 5-year-old long distance company, says it offers an alternative for people dissatisfied with viewpoints of major telephone companies.

One LifeLine ad says: “[AT&T] is committed to using their resources to convince America that homosexuality is a normal alternative lifestyle.”

Amazingly, over 400,000 customers, including thousands of Iowans, have bought into LifeLine’s “clean lifestyle” ad campaign.

“We think Christians should rule over the telephone lines,” said Carl Thompson, LifeLine’s senior vice president.

Customers aren’t asked their sexual orientation when they subscribe, but to ensure they abide by the company’s ideology, customers must choose one organization (approved by LifeLine) to which 10 percent of their monthly bills will be donated.

The approved list of conservative groups includes the Christian Coalition and anti-abortion group Operation Rescue.

LifeLine’s ad campaign brings new meaning to the war between long distance phone companies. The company claims that other companies are dancing with the devil, and by subscribing to LifeLine, customers “are making a stand for morality in America.”

Since when did choosing a long distance company constitute “making a stand?”

LifeLine should be seen for what it is—a company out for money, using controversial issues to market a competitive service. The company’s efforts would be better spent offering lower long distance rates rather than targeting homophobic Americans.