In celebration of International Women’s Day, Hershey Canada features a trans woman Fae Johnstone in its latest advertisement. However, some social media users started a boycott trend against Hershey for featuring a trans woman.
Twitter users shared old screenshots of the trans woman that Hersheys chocolate is using as the face of their campaign for International Woman’s Day! Fae Johnstone wants “a political environment in which TERFs (read: women) are so vilified.
Author Oli London tweeted “To celebrate International Women’s Day- Hersheys uses a MAN in their advert to advertise their new women’s chocolate range ‘Her For She’. This is a true insult to women! International Women’s Day is about celebrating the achievements of women not MEN!”
However, in a statement, the company said, “This year’s HER for SHE initiative highlights five Canadian women working to build a better future through their passion, activism and work in their communities: Autumn Peltier, indigenous rights activist and water; Fae Johnstone, 2SLGBTQIA+ advocate; Rita Audi, gender equality and education activist; Naila Moloo, climate technology researcher; and Kélicia Massala, founder of Girl Up Québec.”
The statement further added that “Hershey Canada worked with Toronto-based mural artist Gosia Komorski to bring to life the stories of the women in the limited-edition HERSHEY’S COOKIES N’ CREME and HERSHEY’S WHOLE ALMOND bar”s.
“Investing in the right programs, initiatives and strategies with inclusion, equity and diversity are at the core of our business to make a difference and support our long-term business growth,” said Michele Buck, CEO of The Hershey Company.
“Women’s Story Month marks a deliberate moment in time to build on our year-long commitment to amplifying the powerful voices of women and girls around the world to blaze a path for everyone to succeed.”
To show their outrage against the company, netizens took to Twitter and trended #BoycottHersheys.
A Twitter user wrote “Fae Johnstone is a pervert who promotes and condones pedophilia, among other things. Need proof? His organization wisdom2action funded THIS workshop, which advocates for a “pleasure based” approach to sex ed for youths, also, this:”
Another user wrote “Look you do you, but this is so exhaustingly insulting to women. 50% of the population is female & on the one day supposed to celebrate us, @hersheys chooses to celebrate a male who presents according to feminine stereotypes.”