Fierté Canada Pride’s Statement on Hershey Canada’s International Women’s Day Campaign - Her for She
MARCH 3 2023 | VANCOUVER, BC - Fierté Canada Pride (FCP) commends Hershey Canada for including transgender representation in their annual International Women’s Day (IWD) campaign - Her for She.
For the third year in a row, Hershey Canada has brought back its empowering, limited-edition SHE bars “to honor the influential women and girls who make an impact on our lives, and the SHE bars serve as a heartwarming reminder to take a moment and shine a light on the women and girls who inspire us every day” according to their March 1 2023 press release. This year’s campaign spotlights young Canadian women, including trans rights activist and Executive Director of Wisdom2Action, Fae Johnstone.
“International Women's Day is a day to celebrate the fact that all women - cis and trans - are deserving of respect and recognition.” says Julie DeMarchi, President of FCP. “Hershey's leadership in championing the representation of trans individuals illustrates their commitment to creating an environment where everyone can express their gender identity without fear of discrimination and violence. Their campaign has raised visibility and representation for the trans community and solidifies their dedication to equal rights for all.”
According to the IWD website, this year’s theme, #EmbraceEquity, asks that we “imagine a gender equal world. A world free of bias, stereotypes, and discrimination. A world that’s diverse, equitable, and inclusive. A world where difference is valued and celebrated. Together we can forge women’s equality.” Yet, since the release of the campaign, Johnstone has been the target of hateful responses on social media, with online critics calling to boycott Hershey. #BoycottHersheys was the top trending topic on Twitter once users saw the campaign video featuring Johnstone. However, many individuals and groups - including Fierté Canada Pride - agree this kind of reaction to the inclusion of a trans woman in an IWD-related campaign shows just how far we still have to go in the fight for trans rights.
“I’m just aghast that in 2023 we haven’t figured out that inclusion and equity includes our trans women siblings. Being born with a uterus isn’t what makes a woman. There is more to it than that.” says Michelle Fortin, Co-Ambassador of FCP’s Women’s Council, as well as Co-Chair of the Vancouver Pride Society.
Fierté Canada Pride proudly stands in support of Fae Johnstone and asks our membership and network partners to do the same. From coast to coast to coast, we are committed to working with government, media, community groups and individuals towards more trans inclusion and representation across all aspects of our society, and FCP wishes all women - trans and cis - a happy International Women’s Day.
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ABOUT FIERTÉ CANADA PRIDE: Fierté Canada Pride (FCP) is the national association of Canadian Pride organizations, membership-based and governed by volunteers. The main goal of FCP is to promote gay, lesbian, bisexual, transgender, intersex and two-spirited Prides on a national level. Our mission is to help build vibrant and strong Canadian Pride organizations through collaboration, offering support, networking, helping to develop a national identity of Pride, and by offering resources and advocacy for its members.
To learn more about FCP or for answers to general questions, please email executive-director@fiertecanadapride.org .
To schedule media interviews, or for requests for additional comments to this press release, please email communications-director@fiertecanadapride.org .