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“Did I Do That?” 2nd Annual Social Media Awards: # 3, DiGiorno’s

Domestic violence has made its way to the forefront of the American psyche over the past few months. Incidents like NFL player, Ray Rice, knocking out his girlfriend in an elevator and the supposed coverup that ensued, have garnered an enormous amount of attention and resulted in a seemingly renewed cultural awareness of the issue. Why the public had to be galvanized by the media is another question entirely.

Anyway, domestic violence is obviously a very sensitive issue. One that affects millions of men and women worldwide in the most horrific of ways. There are hundreds of organizations and support groups to help those that face it. The support has even made its way to social media – specifically Twitter – where victims share their stories using hashtags with others who will understand plight and can hopefully find the help they need to remove themselves from their situations.

One such way victims of abuse can engage with one another is through the hashtag #WhyIStayed. This #, which was trending heavily around the time of the Ray Rice fiasco, allows victims to share their heartbreaking stories of desperation.

On September 8th, after Ray Rice had been terminated by the Baltimore Ravens for the altercation with this wife, and just days before we found out just how grizzly and callous the crime was, DiGiorno’s had a fail of Epic proportions when they decided to tie into the #WhyIStayed hastag before knowing why it was trending. The “Oh S*$T!” moment they must have had as comments like the one below started to come in was one for the ages, I’m sure.

digiorno-accidentally-tried-to-advertise-their-pi-2-18426-1410272624-6_dblbig

DiGiorno’s quickly issued the following apology:

digiorno-whyistayed-tweet-hed-2014The apology is almost as offensive as the original post. This is a blatant example of carelessness – a brand shamelessly hijacking a trending topic to get attention without an iota of strategy. Yes, social moves fast, and it’s hard to plan for sometimes, but at least take a few seconds to think it through before posting something.

Hijacking a hashtag with nothing more than a knee-jerk reaction and lust for attention never goes well – *ahem Entenmanns. It’s a bit baffling to me, all the time, detail and effort that goes into building a brand, and then someone says, “Hey. let’s just jump on this social thing. Everyone’s doing it.” If you are going to do it, do it with care.

Better luck next year.

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