Twitter streets are ready to pick anything apart and this was the case with the latest campaign by feminine hygiene product brand, Kotex.
The company just revealed a campaign to #ChangeTheTune on the stigmas and misperceptions around periods, partnering with Boity Thulo, but South Africans are not convinced it’s a good idea.
Kotex® has partnered with Boity to help #ChangeTheTune on period misperceptions. Together we’re changing Labantwana Ama Uber into Labantwana Abo She Can, creating social change through music. Period or not, she can. pic.twitter.com/oLbH3sGBLD
— Kotex_SA (@kotex_sa) April 12, 2021
Using the lyrics of a song that was publicly viewed as being derogatory to women, “Labantwana Ama Uber into Labantwana Abo She Can,” Kotex will be flipping the narrative.
— Kotex_SA (@kotex_sa) April 7, 2021
Aiming to drive social change and raise awareness, Boity will be collaborating on the campaign to develop an empowering new song for the women of South Africa. The campaign will be visible across multiple digital channels over the coming weeks.
Tweeps do not think the campaign was given much thought, here are some of the responses:
????? Definitely that was a white person who wrote Labantwana Abo She can, or ke le coconut in that marketing department ngenke no proud black person can write that if is a black person we going to beat em up. Ayhi ??? pic.twitter.com/PzkzTdNTBu
— Capitalist Nigger |South Africa?? (@TheRiseofAkim) April 15, 2021
what the pitch meeting must’ve been like ? pic.twitter.com/wtb2x4i8uu
— linds? (@_blackviolas) April 16, 2021
Kotex marketing team getting ready every morning…. pic.twitter.com/Ynd2Um1QhB
— Inenekazi ?????? (@Inenekazi1) April 15, 2021
Kotex® has partnered with Boity to help #ChangeTheTune on period misperceptions.
You should’ve stopped here☝️
— Mr.??? (@Msibi87995368) April 15, 2021
Also read: Boity calls Sizwe ‘hectic’