I get it. International Women’s Day was happening. Every major brand on the planet sees it as a marketing opportunity, a chance to virtue signal, but I digress. Marketing professionals, competing with all the social media noise, sometimes feel they need to push the envelope, hoping to get noticed.
Well, did Burger King’s (@BurgerKingUK) IWD tweet “Women belong in the kitchen.”, intending to get people to read their subsequent tweets, get noticed!
It was a Whopper of a mistake! (pun intended)
When a tsunami of negative comments, many being toxic and threatening, began appearing, Burger King attempted, in subsequent tweets, to defend itself. “Only 20% of chefs are women,” one read. Another, “We’re on a mission to change the gender ratio in the restaurant industry by empowering female employees.”
Burger King’s aim was to inform the launching of their H.E.R. (Helping Equalize Restaurants) Scholarship Program, created to help female Burger King employees pursue a culinary career. Then there’s the obvious self-serving reason to leverage a cultural moment. Burger King wants you and me to know what great corporate citizens they are and how they plan to address gender inequality in the restaurant industry. The next time you buy one of their burgers, you’ll feel you’re a part of doing good.
Sensing trying to calm down a growing vilifying mob was futile, Burger King deleted the tweet, apologized, and promised to do better the next time.
What’s mind-boggling is how Burger King’s marketing team didn’t foresee that a sexist opening ploy tweet, on IWD of all days, wouldn’t result in a considerable amount of backlash. There had to be several approval touchpoints.
A quick tangent: I’d wager a guess female marketing executive are non-existent at Burger King. How else would Burger King’s tweet and a full-page ad in the New York Times be green-lighted? This is why a diverse employee population is good business acumen. Diversity brings different gender and cultural perspective eyeballs to a company’s “customer relations,” so to speak.
A word to marketing professionals and those aspiring to join such rank; include pertinent context information in your initial post. Sharing a notoriously sexist figure of speech like “Women belong in the kitchen” without immediate context was a mistake. Social media, Twitter especially, is a dangerous place to share polarizing messages hoping people will click through the thread to understand the context and intent.
Yes, since many need to be continuously outraged, there would still have been a backlash, but on a much lesser scale.
Did Burger King try to use a sentence deeply ingrained in adverse history for edgy click-baiting? Was this misstep intentional — a PR stunt? I doubt either. I believe Burger King didn’t consider:
- We live in a quick read, quick to judge world.
- Many people want everything to be about sexism, racism, etc. and will pounce on the slightest opportunity to point it out.
- Tongue-in-cheek humour rarely goes over well on social media.
- In 2021 many social of our historical and social structures are being questioned and protested. There are certain issues too sensitive to play games with.
- On social media, messages aren’t effective when broken across multiple posts, tweets, comments.
There’s no right or wrong answer here. Some people found what Burger King did as clever, and some people found it offensive. Undeniably it grabbed everyone’s attention and succeeded in going viral. Whether it’s good for Burger King’s brand value is another question. Still, everyone reading this, offended or not, is now aware of Burger King’s H.E.R. Scholarship Program — mission accomplished with lots of collateral damage.
Take it from me, a walkthrough of Burger King’s social media presence will leave you with two takeaways:
- You’ll find yourself drooling over the images posted on Burger King’s social media handles.
- You’ll have a good laugh from all that satirical content they post, but that could be just me.
In my opinion, Burger King’s social media strategy surpasses other brands in the Quick Service Restaurant (QSR) industry. Unfortunately, when trying to not get lost in the baggage of digital marketing noise, judgments can become clouded.
On the other hand, to quote American showman P. T. Barnum, “There isn’t any such thing as bad publicity.”
Nick Kossovan is the Customer Service Professionals Network’s Director of Social Media (Executive Board Member). Follow @NKossovan on Instagram and Twitter.
U.S. confirms it will accept Canadian travellers with mixed vaccines – CBC.ca
Canadians with mixed vaccines and U.S. travel plans can breathe a sigh of relief tonight.
Following weeks of speculation, the United States confirmed late Friday it will accept mixed vaccines when new rules kick in on Nov. 8 requiring that foreign travellers entering the U.S. be fully vaccinated.
Individuals inoculated with any combination of two doses of a COVID-19 vaccine authorized by U.S. regulators or the World Health Organization will be considered fully vaccinated, the U.S. Centers for Disease Control and Prevention (CDC) told CBC News.
WHO-approved vaccines include Moderna, Pfizer, AstraZeneca and its Indian-made counterpart, Covishield. So travellers with any combination of these vaccines will be allowed to enter the U.S.
The CDC does not recognize mixing COVID-19 vaccines but said it updated its guidance to reflect growing global acceptance of the practice.
“While CDC has not recommended mixing types of vaccine in a primary series, we recognize that this is increasingly common in other countries so should be accepted for the interpretation of vaccine records,” CDC spokesperson Kristen Nordlund said in an email.
Millions of Canadians have mixed doses of COVID-19 vaccines. When the U.S. recently announced it would impose a vaccination requirement for travellers entering by both land and air, many Canadians with mixed doses worried they might soon be barred from entering the country.
“We felt kind of blindsided,” said snowbird, Ingrid Whyte of Toronto. Following Canadian government guidance, she and her husband, John, each got one dose of Covishield and a second dose of Pfizer.
“We did everything that we were supposed to do in terms of getting vaccines,” Whyte said.
The couple had booked a flight to Florida for Nov. 17, but cancelled it due to concerns over their mixed vaccines. They’re now relieved to hear their vaccine combination won’t be an issue when entering the U.S.
“We are thrilled,” Whyte said. “I wish it could have been a little sooner. It would have allowed people to plan a little bit more effectively. But in the long run, it’s great news.”
It’s also good news for Petar Sesar of London, Ont., who has a mix of Moderna and Pfizer.
Sesar’s fiancée, Mara Bakula, lives in Cleveland. Sesar welcomed news this week that the U.S. land border will reopen on Nov. 8 to non-essential travellers, as he prefers to drive instead of fly to Cleveland.
However, he worried he might have no U.S. travel options come Nov. 8 if the country rejected his vaccine mix.
“That was a very scary moment,” he said. “It felt like house arrest of sorts, like now I [may] have no option.”
Earlier this year, the CDC stated online that a mix of two mNRA vaccines, Moderna and Pfizer, would be accepted in “exceptional situations.” But Sesar didn’t rest easy until he learned that the CDC had approved his exact combination.
“It is unbelievable,” he said. “It is such a relief. I share the relief with millions of [Canadians].”
Where does the U.S. stand now on mixed vaccines?
Canada updated its vaccination guidelines in June to recommend mixing COVID-19 vaccine doses based on emerging research that found it was both safe and effective.
Meanwhile, the CDC still maintains that “data on the safety and efficacy of a mixed-product series are limited.”
But that could change.
The U.S. recently conducted a study exploring the effectiveness of using a different COVID-19 vaccine as a booster shot.
Canadian politicians warn of political violence after U.K. MP is stabbed to death – CBC.ca
Shocked and saddened by the killing of a long-serving British MP on Friday, Canadian politicians say the threat of a similar incident in Canada appears to be growing.
David Amess, 69, was fatally stabbed around noon on Friday while meeting with constituents in Leigh-on-Sea, a town about 62 kilometres east of London.
The Conservative lawmaker had been a member of Parliament for 38 years.
“The MP who was murdered was doing something that we all do as members of Parliament,” said Lisa Raitt, a former Conservative MP and cabinet minister.
“When it’s part of your job, and a fundamental part of your job, it really shook me up.”
For Canadian politicians who have faced harassment and threats of violence, Amess’s death was a startling reminder of the danger that can come with serving as an elected official.
“News like this … I saw this and it just really hit me in the gut,” said Michelle Rempel Garner, the Conservative MP for Calgary Nose Hill.
Police in the U.K. have arrested a 25-year-old man in connection with Amess’s death. He has not been identified.
Rempel Garner said she’s experienced multiple instances of public harassment and received a death threat at her office during the summer election campaign. She said the political climate in Canada is experiencing an escalation of vitriol unlike anything she’s seen before in her 10 years as an MP.
“This last campaign, for me, I have never felt so unsafe,” Rempel Garner told CBC News. She said the next Parliament should do more to ensure the safety of its members.
“Something has changed and it has not changed for the good.”
‘Intensity’ of violence growing
The summer election campaign was marred by repeated incidents of violence and vandalism targeting candidates from across the political spectrum. Prime Minister Justin Trudeau was pelted with gravel at a campaign stop in London, Ont. as anti-mask and anti-vaccine protesters doggedly followed his campaign.
Far-right extremist groups were also said to be more active than in any prior campaign.
“I’m pretty sure that the same groups of people that were attacking the prime minister on the campaign trail were the same people that were after me on the campaign trail,” Rempel Garner said.
Barbara Perry, a criminology professor who studies extremism at Ontario Tech University, said the campaign made it clear that the threat of political violence has become very real in Canada.
“The pattern is not new. I think the intensity and the breadth of the problem is different and changing,” Perry said.
She said that while women and people of colour have long faced serious threats of violence in the political sphere, that danger appears to be more widespread now.
“It seems as if that has broadened out to represent a risk to virtually anyone who runs for office or holds office now,” Perry said.
“I don’t know if it’s social media, I don’t know what it is,” Raitt said. She described the shift in tone as an “undercurrent of anger and a lack of respect for the job that’s being done.”
Former MP says better security needed at local offices
Raitt said she began taking extra safety precautions about halfway through her time in office, which ran from from 2008 to 2019. Those precautions included installing a panic button at her constituency office and rearranging the space to create obstacles that would make an attack more difficult.
She said those measures were meant to help protect her staff during visits from “very angry people who wanted action immediately.”
I’m no longer a sitting MP – but tragedies like this still send a chill through me. <a href=”https://t.co/mVo8zuL57f”>https://t.co/mVo8zuL57f</a>
Raitt said current MPs would be wise to focus on security at their local offices rather than on Parliament Hill, where security is much more robust.
Perry also laid some blame at the feet of political parties and politicians. She said the embrace of attack-style politics may be fuelling some of the anger that is now threatening politicians themselves.
“The parties themselves have escalated the personalization of issues, blaming individual politicians rather than parties or processes,” she said.
“Even politicians themselves have to be very careful in their language so as not to enhance the kind of polarization that can lead to this sort of hostility and violence.”
Horse race marks Sydney’s emergence from long COVID-19 lockdown
Thousands of Sydney residents flocked to a prominent horse race on Saturday, as Australia’s biggest city emerges from a strict COVID-19 lockdown and the nation begins to live with the coronavirus through extensive vaccination.
Up to 10,000 fully vaccinated spectators can now attend races such as The Everest https://www.reuters.com/lifestyle/sports/horse-racing-third-time-lucky-nature-strip-everest-2021-10-16 in Sydney, Australia’s richest turf horse race, and the country’s most famous, Melbourne Cup Day, on Nov. 2.
New South Wales State, of which Sydney is the capital, reached its target of 80% of people fully vaccinated on Saturday, well ahead of the rest of Australia.
“80% in NSW! Been a long wait but we’ve done it,” New South Wales Premier Dominic Perrottet said on Twitter.
The state reported 319 new coronavirus cases, all of the Delta variant, and two deaths on Saturday. Many restrictions were eased in New South Wales on Monday, when it reached 70% double vaccinations.
Neighbouring Victoria, where the capital Melbourne has been in lockdown for weeks, reported 1,993 new cases and seven deaths, including the state’s youngest victim, a 15-year-old girl.
Victoria is expected to reach 70% double vaccination before Oct. 26 and ease its restrictions more slowly than New South Wales has, drawing criticism from the federal government on Saturday.
“It is really sad that Victorians are being held back,” said Treasurer Josh Frydenberg.
Australia is set to gradually lift its 18-month ban on international travel https://www.reuters.com/world/asia-pacific/covid-19-infections-linger-near-record-levels-australias-victoria-2021-10-14 from next month for some states when 80% of people aged 16 and over are fully vaccinated. As of Friday, 67.2% of Australians were fully inoculated, and 84.4% had received at least one shot.
The country closed its international borders in March 2020, since then allowing only a limited number of people to leave or citizens and permanent residents abroad to return, requiring them to quarantine for two weeks.
Australia’s overall coronavirus numbers are low compared to many other developed countries, with just over 140,000 cases and 1,513 deaths.
(Reporting in Melbourne by Lidia Kelly; Editing by William Mallard)
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