Kraft Mac & Cheese: Stop the creation of harmful campaigns like: “send noods”.

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Kraft’s recent “send noods” campaign is intended to be humorous, but totally misses the mark with their target audience. The children eating their product don’t need these sexualized messages from anywhere else, they’re already bombarded. And the parents who have been purchasing Kraft? They’re already being asked a lot while parenting in a pandemic. They’re already working hard to promote healthy ideas of sexuality in their home. Sending nudes may be a valid choice for an adult, but for kids, there are laws meant to protect them from sexual offenders. There are things they need to understand about consent before deciding if sending nudes becomes a part of their lives. Making “sending nudes/noods” a lighthearted joke makes light of any kind of empowerment they have over their bodies and their parent’s efforts to teach healthy ideas about consent and relationships in their homes.

Sending nudes is not a casual choice and sending “noods” is a tacky, harmful joke.

Kraft, please remove this messaging and hold your marketing team to a higher standard. As a brand for children, parents need you to help as gatekeepers of the messages our children observe and participate in. Please listen to the voices expressing their concerns on your social accounts. 

EDITED TO ADD: Kraft removed the posts, but only after the campaign ended. As BuzzFeed reported "The company is well aware of the backlash, Galia said, adding that since the campaign has already ended, "the content will be removed from our channels."

The Instagram Story from Kraft announcing that the posts were being taken down said "For National Noodle Day last Tuesday, we encouraged adults to send free noodles to loved ones to provide comfort and make them smile. The social promotion resulted in over 20,000 consumers across the country receiving boxes of America's favorite Kraft Mac and Cheese. We sincerely appreciate and hear all of your feedback. The content will be removed from our channels."

My concern is that Kraft doesn't care that we felt the content was harmful. They dismissed our concerns and never responded to the negative comments on the posts they've now deleted or consecutive posts. 

What I'm asking now is that you'll comment with your thoughts about the campaign and how they went about removing the content. I'm going to send them this petition later this week with all the comments and signatures so that our voices can be heard.