Staunch resistance to promote inclusivity and challenge gender stereotypes has become a common occurrence. J.K Rowling’s unabashed advocacy of gender binary and questionable stance on transgender rights even in the face of innumerable backlashes is a classic instance of the same. Recently, another incident has provoked public outbursts.

Recommended Videos

The American chocolate company Hershey has taken a step forward towards gender inclusivity by including a transgender woman named Fae Johnstone in its advertising campaigns for International Women’s Day. Things became really challenging after that. Let’s have a look at it.

#BoycottHaersheys is opposition to Johnstone’s inclusion

The chocolate’s out of the wrapper!

Honoured to be featured in this campaign by @Hersheys Canada for #InternationalWomensDay alongside 4 brilliant sisters and change-makers.

— Fae Johnstone, MSW (@FaeJohnstone) March 1, 2023

On March 1, the company, for the third time introduced the SHE bar as an inspiration for young women and “to teach young girls anything is possible.” As put forward by gender activist, Rita Audi “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.”

In Canada, the campaign is rebranded as HER featuring the faces of five women. They include gender activist, Rita Audi, researcher Naila Moloo, Autumn Peltier, Kelicia Massala, and transgender activist, Fae Johnstone.

Unfortunately, the latter’s inclusion wasn’t taken in the right spirit by many social media users whose far-right leanings have led them to come up with #BoycottHaersheys, a series of criticisms by various users condemning the company’s actions. Not everyone was pleased with the daring attempt by Hershey to question as well as deviate from a conventional understanding of what makes an individual ‘a woman’.

Twitteratis have come up with harsh criticisms against this gender inclusivity stance. Some of the viral, raging tweets promoting #BoycottHaersheys are as follows.

You get the feeling that these companies *always* despised women — they were just waiting for the right moment to stick it to us.

Here’s the thing about real women, @Hersheys:

We have long memories.

— Abigail Shrier (@AbigailShrier) March 2, 2023

Johnstone’s presence here is directly associated with humiliating women.

Go woke, go broke.

Missed branding opportunity though….

Insert “Hershey Highway” joke here.

— pepegobrrr.eth (@cbkek321) March 2, 2023

Here’s the mandatory attack on woke culture.

Make your own…see ya @Herseys

— Melissa (@Mycedarpocket) March 2, 2023

While there are some who have already come up with homemade recipes for chocolates.

Internet personality, Oli London has explicitly regarded the campaign as misogynist which is “a real slap in the face to actual woman.”

Not everyone was against the campaign as some were vocal about their support for the campaign. Talking about Johnstone’s presence in the video, actress Sarah Daniels acknowledged her portrayal by saying, “Thank you for representing us so beautifully.”. Erin Marie Hogan blatantly criticized the haters. “She is a woman. If terfs [trans-exclusionary radical feminists] don’t like it they’re free to f*** off,” she said in her support for Johnstone.

Who is Fae Johnstone and what does she represent?

The movement against Johnstone’s representation reflects the ongoing transphobia in today’s society despite the efforts at building awareness about gender fluidity and transgender rights. The snowballing opposition against Hershey has sparked a lot of curiosity about Fae Johnstone.

She is a renowned transgender and feminist activist who has remarkably contributed to the 2SLGBTQ+inclusion, as well as taking preventive measures to combat gender-based violence of any kind.

Based in Ottawa, she rose to prominence after being selected as the first transgender woman to have been selected as a member of the Board of Directors of YWCA, Canada. Her achievements and strenuous attempts to work for feminist policies and equality are undoubtedly commendable and provide enormous hope for the future of transgender rights.