Hershey’s, the popular chocolate brand, is facing boycott calls on social media after the brand decided to include a transgender woman in its International Women’s Day advertising campaign in Canada.

The promo was to announce that the chocolate manufacturer was bringing back its SHE bar for a third time on March 1. The attempt by Hershey’s was to “shine a light on the women and girls who inspire us every day.” The SHE bar has been renamed the HER bar in Canada. Part of its promotional campaign included five women, including Fae Johnstone, a transgender rights activist.

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Although Johnstone said that they were honored to be featured, not everyone saw it that way. “I grew up with few trans role models. Many young trans folks haven’t met a trans adult,” Johnstone wrote on Twitter. “I hope this campaign shows trans girls they can dream big and change the world too.”

There was much outrage about their inclusion in the campaign for a day that celebrated women worldwide. Here are some of the reactions:

Transgender rights have always been a polarizing topic in the US and in recent years, the division has only gotten stronger. A 2022 Pew Research Center survey found that 38 percent of Americans believe society had more than far enough in accepting transgender people. Meanwhile, 36 percent said it had not gone far enough.

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However, there were those who stood in support of the campaign, slamming those on the opposing side for speaking out against the promo. There was also a consensus among the supporters that most of the people criticizing the campaign were Republicans.