DiGiorno is known for going hard on Twitter. The frozen pizza brand regularly tweets (surprisingly funny) pizza-themed jokes that goof on current events and popular culture. It was probably only a matter of time before it puts its Twitter-foot in its Twitter-mouth with an ill-advised hashtag.
Ray Rice’s assault of his then-fiancee Janay Palmer in an elevator back in February and the video that showed everyone in America exactly what it looked like inspired a round of victim blaming. Why would a victim of intimate-partner violence go on to marry the abuser, as Palmer did?
That question, however rhetorical, in turn inspired a barrage of personal accounts that made clear how complex an issue domestic violence is. On Twitter, users shared their reasons for staying in abusive relationships, as well as for eventually leaving them, with the hashtags #WhyIStayed and #WhyILeft.
Whoever was manning DiGiorno’s Twitter feed must have seen the #WhyIStayed hashtag trending and jumped in with the above tweet: “#WhyIStayed You had pizza.” The account soon deleted the tweet, posted an apology, and proceeded to apologize individually to every other Twitter user who called the brand out. Oh well, it looks like an honest mistake to me.
To learn about the non-pizza-related, actually relevant contributions to the discussion on domestic violence, check out this Time blog post.
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