Brands Launch Hashtag Campaigns in Response to LaFlamme Firing (Updated)

Changes at networks and local stations often result in public outcry, but rarely do they lead to hashtag campaigns by consumer brands.

That’s what’s happening in Canada more than a week after longtime journalist Lisa LaFlamme announced that Bell Media had decided to pull her from CTV National News.

The Globe and Mail reported that the firing had come after a number of conflicts between LaFlamme and Michael Melling, Bell Media’s vice president of news. But it was Melling’s alleged questioning of LaFlamme’s decision to let her hair go grey during pandemic lockdowns that has become the focus of social media chatter.

Without naming LaFlamme, Dove Canada launched a #KeepTheGrey campaign a week after LaFlamme’s announcement:

Age is beautiful. Women should be able to do it on their own terms, without any consequences 👩🏼‍🦳👩🏾‍🦳Dove is donating $100,000 to Catalyst, a Canadian organization helping build inclusive workplaces for all women. Go grey with us, turn your profile picture greyscale and #KeepTheGrey pic.twitter.com/SW5X93r4Qj

— Dove Canada (@DoveCanada) August 21, 2022

Several days later, Wendy’s Canada went grey with a new profile picture and a post specifically naming LaFlamme:

Because a ⭐️ is a ⭐️ regardless of hair colour. #LisaLaFlamme #NewProfilePic pic.twitter.com/g7i7kqwYrw

— Wendy’s 🇨🇦 (@WendysCanada) August 25, 2022

The controversy has also made the rare distinction of getting attention south of the border, with an opinion piece in the Washington Post.

CTV said the firing was a “business decision” in response to “changing viewer habits,” but that messaging has conflicted with the fact that CTV National News is Canada’s number one newscast. Not only is she well-known, an outpouring of support from competitors and celebrities following the announcement showed LaFlamme is also one of the country’s most-respected journalists.

Lisa, I know what it takes to do that job, and I have no end of admiration for the way you have done it. With your skill and energy, I know you will prove that your story has many great chapters still to come.

— Peter Mansbridge (@petermansbridge) August 16, 2022

Make no mistake. You are the best. Your response to this thing is class personified. You have my utmost respect and admiration. You will “rise above”.

— Anne Murray (@annemurray1) August 15, 2022

Several days after the news broke, Bell Media announced plans for an independent third-party workplace review of its newsroom, but the announcement sparked skepticism and became a punchline for satire show 22 Minutes:

After firing Lisa LaFlamme, Bell Media is launching a third-party workplace review, which is to be carried out by reputable third-party reviewer “Mell Bedia”.

— 22Minutes (@22_Minutes) August 22, 2022

In a statement issued Friday evening, Aug. 26, BCE and Bell Canada President and CEO Mirko Bibic said that Melling is on leave effective immediately, pending the outcome of the investigation.

Bibic denied that LaFlamme’s hair color was part of the reason for her departure.

“The narrative has been that Lisa’s age, gender or grey hair played into the decision. I am satisfied that this is not the case and wanted to make sure you heard it from me,” he wrote.

Though CTV National News ranks first, Bibic said, “the days when viewers wait until 11 PM to get their news are gone” and said it is necessary for Bell Media to provide its journalists to be on “all platforms where news is consumed.”