This video has gone viral on the social media and YouTube scene.
The video is posted from the company FCKH8.com, an organization dedicated to eradicating hate of all types — racism, sexism, feminism and any -ism in between. The video (which can be viewed here, but BE WARNED, it’s for mature audiences only) is full of small, innocent looking girls dressed as princesses dropping the “f” word every other breath in the hopes of raising awareness of inequality. The real purpose, however, is to sell t-shirts that support feminist organizations looking to advance the cause.
And so, as with every edgy campaign, the backlash has been intense:
On the other hand, others have commended the campaign on its originality:
The issue is if the campaign went too far. While it is original and most definitely makes a point, it does so at the expense of many viewers.
The campaign echoes the discomfort women feel in the workplace with the discomfort people feel with the “f” word. It jumps to conclusions and many argue gives the feminist movement an ugly face.
Is the issue the word or that young girls are saying it? Would the response be similar if it were college students? Or the elderly? These young girls represent a generation of future women — how soon is too soon to expose youth to the realities of the world? One could argue if society waits too long, change might never happen. Moreover, is it the role of the PR Professional to expose these truths? Do we have a responsibility to “give the people what they want” even at the expense of innocence?
This all begs the question: Why do we react to this particular word in a negative manner? If it were a different swear word, would the campaign lose meaning? Would people be less offended? Perhaps it matters less the word used than the intent behind it — thus proving that PR Professionals have a duty to choose their words and craft their messages carefully.
Despite the backlash, the campaign has generated substantial attention recalling the concept that “no publicity is bad publicity.”