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Here's a new twist on the Hershey's HER for SHE chocolate bars, her for she where he is a she. Hershey's Canada is celebrating International Women's Day on March 8, in partnership with Girl Up, by launching five special edition bars available across Canada. For a few years now, Hershey's has noted the words "HER" and "SHE" on their candy wrapper, and in 2020 they even made an art exhibition for their Women's Day campaign.
"This is part of a global initiative from The Hershey Company, which has been ranked as the World's Top Female Friendly Company, to shine light on the voices of more women making an impact in their communities. To further this commitment to a more equitable future, Hershey Canada has also pledged $40,000 to Girl Up, an organization providing young women with the training, tools, and community to build leadership and accelerate social change."
The "see the future she sees #HERFORSHE" unlisted video on Youtube already has plenty of complaints as it's obvious the future is women are still second-class citizens in the world. The more things change, the more they stay the same.
This year's HER for SHE initiative spotlights five Canadians working to build a better future through their passion, activism, and work in their communities: Autumn Peltier, Indigenous Rights, and Water Activist; Fae Johnstone, 2SLGBTQIA+ Advocate; Rita Audi, Gender and Education Equality Activist; Naila Moloo, Climate Tech Researcher; and Kélicia Massala, founder of Girl Up Québec.
"The HER for SHE 2023 campaign is crucial to empower women to become leaders and to teach young girls that anything is possible," says Rita Audi of the easy decision to collaborate with Hershey Canada. "By featuring the accomplishments of local women, Hershey's raises awareness of both the progress we have made towards gender equality and the amount of work we still have to do."
Online people have reacted quite harshly to this ad already, in particular to Fae Johnstone the trans-identified 2SLGBTQIA+ Advocate in the ad. Fae tweeted "the chocolate is out of the wrapper" on Twitter and was met with a lot of criticism.
The chocolate's out of the wrapper!
â Fae Johnstone, MSW (@FaeJohnstone) March 1, 2023
Honoured to be featured in this campaign by @Hersheys Canada for #InternationalWomensDay alongside 4 brilliant sisters and change-makers. https://t.co/0s9uh8MvHv pic.twitter.com/jdXNJfcZmo
"Look you do you", tweeted Ani O'Brien, "but this is so exhaustingly insulting to women."
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.
â Ani O'Brien (@aniobrien) March 2, 2023
I happen to agree with Ani, it's an insult to women, but there is more. I also find the grouping here, indigenous women, black women, and then Fae, quite revealing in itself. I'll just leave it at that.
Credits: Client: Hershey's Canada
Senior Marketing Manager: Brittany Chopra
Creative agency The Mint Agency
Artwork: Gosia Komorski
