American chocolate company Hershey's is facing severe backlash online after they included a transgender woman named Fae Johnstone in their promotional video for International Women's Day in Canada.On March 1, 2023, the chocolate manufacturing company brought back its SHE bar for the third time "to teach young girls that anything is possible." In the press release, Gender and Education Equality Activist Rita Audi said:"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."Fae Johnstone, MSW@FaeJohnstoneThe 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. hersheyland.ca/en_ca/home/the…1874327The 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. hersheyland.ca/en_ca/home/the… https://t.co/jdXNJfcZmoAside from Audi, the campaign features four Canadian women - Indigenous Rights and Water Activist Autumn Peltier, Climate Tech Researcher Naila Moloo, founder of Girl Up Québec Kélicia Massala, and transgender activist Fae Johnstone.However, Johnstone's feature in the International Women's Day campaign was not liked by many, which led to #BoycottHersheys being trended on Twitter.Fae Johnstone is a 2SLGBTQIA+ AdvocateFae Johnstone, MSW@FaeJohnstoneHonoured to be included in The Peak’s 2023 class of emerging leaders under the category of social impact. Check out the full list: readthepeak.com/lists/emerging…381Honoured to be included in The Peak’s 2023 class of emerging leaders under the category of social impact. Check out the full list: readthepeak.com/lists/emerging… https://t.co/ibIYfX6HqsAs per her website, Fae Johnstone is a trans woman, advocate, feminist, and small business owner. She comes from a middle-class white family and is an award-winning 2SLGBTQ+ and trans advocate.Johnstone belongs to a military family and has been to several places, but Ottawa is her home. Fae frequently travels across Canada, helping NGOs, health organizations, and social services scale up their inclusion efforts of 2SLGBTQ+Fae Johnstone, MSW@FaeJohnstoneAs you may have already seen in your local convenience store, you can find special edition Hershey chocolate bars with our faces on them!29119As you may have already seen in your local convenience store, you can find special edition Hershey chocolate bars with our faces on them! https://t.co/ZGU5n40fC1They have built a small consulting company up to a full-fledged business with an expanding staff as the Executive Director and Co-Owner of Wisdom2Action. The organization is known from coast to coast for its leadership on 2SLGBTQ+ problems, experience in 2SLGBTQ+ inclusion, combating gender-based abuse, and enhancing mental health services under her guidance.Fae is the first publicly trans person, as well as the first trans woman, to serve on the board of directors of YWCA Canada, where she applies her critical perspective and experience to improve feminist policy and organizations in Canada.Twitter did not like the inclusion of Fae Johnstone in Hershey's campaignAfter Hershey's new ad campaign in Canada featuring Fae Johnstone went viral, Twitteratis were furious. Several users called out the brand for "insulting" women by featuring a "man" in a campaign dedicated to International Women's Day.Some users also vowed never to repurchase Hershey's products, with some women claiming they deserve better. The trend also led to Johnstone blocking several Twitter users, with them posting screenshots of the update.Oli London@OliLondonTVTo 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!49893To 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! https://t.co/CCeur4cwrZCoco 🇺🇸@CoClarifiedWeird how @Hersheys couldn’t find real women to sell their herSHE product on #InternationalWomensDay. #whatisawoman #BoycottHersheys 1292392Weird how @Hersheys couldn’t find real women to sell their herSHE product on #InternationalWomensDay. #whatisawoman #BoycottHersheys https://t.co/HOVLUXQbLmLeftism@LeftismForU.@Hersheys is putting the face of a trans-"woman" on chocolate bar wrappers with "HerShe" highlighted in honor of international women's day.Hershey's is erasing women.1560624.@Hersheys is putting the face of a trans-"woman" on chocolate bar wrappers with "HerShe" highlighted in honor of international women's day.Hershey's is erasing women. https://t.co/JzRkAtwTdOLeftism@LeftismForU.@Hersheys is putting the face of a trans-"woman" on chocolate bar wrappers with "HerShe" highlighted in honor of international women's day.Hershey's is erasing women.1573628.@Hersheys is putting the face of a trans-"woman" on chocolate bar wrappers with "HerShe" highlighted in honor of international women's day.Hershey's is erasing women. https://t.co/JzRkAtwTdOMolly Pitcher@kltwrites@FaeJohnstone @Hersheys Never buying Hershey’s again - only ever bought for s’mores but will now buy different chocolate.1423@FaeJohnstone @Hersheys Never buying Hershey’s again - only ever bought for s’mores but will now buy different chocolate.Hugh Jolley@hugh_jolley@FaeJohnstone @Hersheys This, on International Women's Day?Disgraceful.84615@FaeJohnstone @Hersheys This, on International Women's Day?Disgraceful.Non-compliant Ladybrain 💚🤍💜@WomanWhoSaysNoKeep speaking up, ladies! We deserve better!Men should not be celebrated on International Women's Day.The entitled, misogynistic men who wear womanface should not be celebrated on any day.#BoycottHersheys23352Keep speaking up, ladies! We deserve better!Men should not be celebrated on International Women's Day.The entitled, misogynistic men who wear womanface should not be celebrated on any day.#BoycottHersheys https://t.co/blHjZ2PJ3dNonya@NonyabiznachThey could have made a killing during woman's History Month. I mean it's right in their name, HERshey. You will not take away from my uniqueness from being a biological women.#BoycottHersheys283133They could have made a killing during woman's History Month. I mean it's right in their name, HERshey. You will not take away from my uniqueness from being a biological women.#BoycottHersheys https://t.co/vTccWafk4TCatturd ™@catturd2Why does @Hersheys hate women? twitter.com/LeftismForU/st…Leftism@LeftismForU.@Hersheys is putting the face of a trans-"woman" on chocolate bar wrappers with "HerShe" highlighted in honor of international women's day.Hershey's is erasing women.2606672.@Hersheys is putting the face of a trans-"woman" on chocolate bar wrappers with "HerShe" highlighted in honor of international women's day.Hershey's is erasing women. https://t.co/JzRkAtwTdOWhy does @Hersheys hate women? twitter.com/LeftismForU/st…Mia Cathell@MiaCathell@FaeJohnstone @Hersheys I upset him.77720@FaeJohnstone @Hersheys I upset him. https://t.co/aHN2zSlb6FIn the press release, Hershey's said that for every comment on their HERforSHE Instagram post, the organization will give $1 (until March 18) to the women's leadership organization. Moreover, an extra $30,000 contribution to Girl Up will support this social media-driven project.As of writing, Hershey's Canada has not responded to the backlash faced on their new promotional campaign.