Getting Better Carl’s Jr – But We’re Still #NotBuyingIt!

We are excited to share that after years of #NotBuyingIt activism, Carl’s Jr. (that’s right, you heard me – that Carl’s Jr.) is starting to see the light!

Recently, they launched a new ad campaign that makes fun of their old sexist ways. The spot introduces a fictional “Mr. Hardee” taking back control of the company and reprimanding his son for focusing on “boobs, not burgers.” Mr. Hardee does seem to make all the right moves. He has the old graphic and sexist ads removed from the walls. He tells a young lady to kindly hop off the mechanical bull in the office. And he seems to delight the female employees with his actions.

But I’m afraid we’re not quite buying it – yet. You see, Mr. Hardee’s overall message is that Carl’s Jr.’s misogyny was harmless, silly fun. The only damage it did, according to him, was to distract us from how good their burgers are. But that is where we profoundly disagree – sexist advertising isn’t just bad for business, it’s bad for all of us. It reinforces the limiting gender norms that result in a host of societal issues from violence against women to women’s underrepresentation in positions of power and influence.

That’s why this week, we’re asking you to join us by reading our letter to Mr. Hardee and spreading the message that we’re still #NotBuyingIt by giving “Mr. Hardee” some ideas about what he can do to show us the brand is really ready for its new look. Because we’re gonna need to see Mr. Hardee make some more changes before we’ll buy his products again. Together, let’s get this new Hardee family into the “decent human” club and put an end to sexist advertising once and for all.


Jennifer Siebel Newsom & The Representation Project Team

Join Us in NYC for a Free Screening of The Mask You Live In with Special Guest Matt McGorry


Join Axe, The Representation Project, and special guest Matt McGorry, for a conversation following a screening of Jennifer Siebel Newsom’s award-winning film, The Mask You Live In. This powerful documentary premiered at the Sundance Film Festival in 2015 and follows boys and young men as they struggle to stay true to themselves while negotiating America’s narrow definition of masculinity.
Axe, Unilever’s leading male grooming brand, and The Representation Project are launching #Unmasked: The Mask You Live In Global Tour in New York with screenings and activations in the US, UK, and Mexico. Together, we want to tackle outdated ideas and definitions of masculinity and the pressures to conform to these labels. We want to inspire guys to define “man” for themselves and express their own individuality. Through screenings of The Mask You Live In, pro-social messaging, and the power of the Axe brand, boys and men can redefine what it means to “Be a Man,” express their true selves, and be liberated from toxic labels. Register today.

Representation Around the Web

“Most of us can recognize explicit sexual violence – ‘everyone’s seen the guy jumping out of the bushes,’ [David] Schwimmer noted – but predatory men often take advantage of power structures in the workplace, pressuring women into uncomfortable, and even dangerous, positions. It might not be as obvious, Schwimmer said, but subtlety doesn’t matter. It’s vital that men understand this ‘gray area,’ as Schwimmer put it, still qualifies as sexual harassment. It’s just as unacceptable. ‘I really hope that men see these films as well, so they can learn, ‘Oh, that’s not appropriate behavior,” he said.” – Upworthy

  • BBCNews: Dutch Men Hold Hands to Protest Against Homophobia
  • Colorlines: Pepsi Apologies for Ad that Shows Kendall Jenner Ending Racism with a Pepsi
  • NBCNews: Trump Pulls Back Obama-Era Protections for Women Workers
  • Refinery29: “It’s Kirsten:” The DC Powerhouse Every Young Woman Must Know
  • The Root: Muslim Teen Writes #BlackLivesMatter 100 Times for His Stanford Application Statement, Gets Accepted
  • USA Today: Men Pay a Steep Price When It Comes to Masculinity


“Hey Pepsi, is #KendallJenner supposed to be Ieshia Evans in this whitewashed version of #BlackLivesMatter? #NotBuyingIt”
Image via The Representation Project’s Instagram