As part of an effort to promote its product on International Women’s Day, Hershey’s is now seeling a “SHE” bar chocolate bar to commemorate the occasion.
While the company asserts it aims to “shine a light on the women and girls who inspire us every day,” one the five individuals featured in their ad is a man who believes he is a woman.
The man in question identifies himself as Fae Johnstone. He reportedly is a transsexual activist and serves as the executive director for Wisdom2Action. On his website, Johnstone describes himself as a “transwoman” and a “white settler, from a middle class family.”
Johnstone posted on Twitter Wednesday, “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.”
Johnstone proclaimed that Canadian convenience stores would now have a stock of the “SHE” chocolate bars with his face on them, saying, “We still have a long way to go in the fight to end misogyny, patriarchy and gender-based violence. I hope this campaign helps give more young women and girls role models and possibility models. And shows them how we can be change the world, together.”
Blaze Media reported on the four actual women in Hershey’s campaign, Kélicia Massala, Rita Audi, Naila Moloo, and Autumn Peltier. Massala and Audi are apparently “gender equality” activists., while Moloo practices “climate tech” research. Peltier was characterized as a “native rights and water activist.”
According to the outlet, Hersey’s advertisement was put out in partnership with a leftist United Nations group called GirlUp, which emphasizes various progressive initiatives such as fighting for justice on social issues that intersect with gender equity including systemic racism, indigenous rights, poverty, gender-based violence, access to education and healthcare, climate change.
Canadian and conservative journalist Sue-Ann Levy reacted to the new campaign, writing, “Never did like Hersheys chocolate.”
According to BlazeMedia, Johnstone blocked Townhall reporter Mia Cathell after she posted online, “What an insult to feature a man role-playing as a woman for International Women’s Day. An affront to REAL women everywhere.”
What an insult to feature a man role-playing as a woman for International Women's Day. An affront to REAL women everywhere.
— Mia Cathell (@MiaCathell) March 2, 2023
This news comes mere weeks after Burberry launched an LGBT ad campaign displaying a woman who had mastectomy scars from an alleged cosmetic surgery.