Japan #beWhite campaign leaves firm red-faced

A Japanese firm has shelved an advertising campaign intended to promote gender equity at home after its #beWHITE hashtag sparked concern about racial sensitivities.

Kao, which manufactures everything from detergent to make-up, launched the campaign playing on common Japanese terminology labelling firms that overwork and mistreat employees “black” and those that treat workers well “white”.

It launched the #beWHITE project on Tuesday as part of marketing efforts for a detergent, urging an equitable distribution of chores at home.

“We wanted to call for people to join hands and share household chores to make ‘white households’ when it comes to chores… But the English-language phrase ‘be white’ has many possibilities (of interpretation) and lacked consideration,” Kao spokesman Yoshiki Aoyama told AFP.

What do you think?

0 points
Upvote Downvote

Total votes: 0

Upvotes: 0

Upvotes percentage: 0.000000%

Downvotes: 0

Downvotes percentage: 0.000000%

Leave a Reply

Your email address will not be published. Required fields are marked *

How the airport check-in rulebook has been ripped to shreds

Chatroom: Singaporean indie games developer Joysteak Studios on birbs, burnout, and mental health