Wendy’s Canada updated its social media profile pictures on Thursday, replacing its mascot’s recognizable red pigtails with a shade of grey. Because a ⭐️ is a ⭐️ regardless of hair color. #LisaLaFlamme #NewProfilePic pic.twitter.com/g7i7kqwYrw — Wendy’s 🇨🇦 (@WendysCanada) August 25, 2022 Story continues below ad “Because a ⭐️ is a ⭐️ regardless of hair color,” they wrote, using the hashtags #LisaLaflamme and #NewProfilePic. Wendy’s Canada is the latest brand to endorse former CTV News anchor Lisa LaFlamme, who made headlines last week after she shared that she had unceremoniously parted ways with Bell Media. In a video posted to social media, LaFlamme says she was “blindsided” as Bell Media ended its contract with CTV National News after 35 years, a “professional decision” she says will move her role as chief news anchor in “a different direction”. 2:15 CTV anchor Lisa LaFlamme ‘blindsided’ by Bell Media’s decision to terminate her contract CTV anchor Lisa LaFlamme ‘blindsided’ by Bell Media’s decision to terminate her contract – August 15, 2022 In the video, LaFlamme said she was “shocked and saddened by the decision of Bell Media,” which is severing its ties with the network after 35 years. Story continues below ad Her firing was met with an outcry from viewers and media observers who felt LaFlamme should have had a proper signing and career retrospective after 35 years with the company. An internal CTV memo, obtained by The Canadian Press, later said LaFlamme chose to step down from a “proper on-air assignment.”

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The firing also raised questions about whether sexism and ageism played a role in the renewal, especially after the Globe and Mail reported that Michael Melling, a senior executive at CTV News, had “asked who had approved the decision “to gray the Lisa’s hair.” .” (LaFlamme herself never mentioned her hair color in her dispatch.) Dove Canada appears to have been the first brand to benefit from Bell Media’s backlash. Earlier this week, they launched a campaign asking people to change their profile pictures to grayscale to support those who choose to embrace their graying hair. Age is beautiful. Women should be able to do it on their terms, without consequences 👩🏼‍🦳👩🏾‍🦳Dove is donating $100,000 to Catalyst, a Canadian organization that helps create inclusive workplaces for all women. Go gray with us, make your profile pic grayscale and #KeepTheGrey pic.twitter.com/SW5X93r4Qj — Dove Canada (@DoveCanada) August 21, 2022 Story continues below ad While the beauty brand did not specifically mention LaFlamme by name, the timing was after she was fired. Dove announced that it will donate $100,000 to Catalyst, a Canadian organization dedicated to creating inclusive workplaces. Trending Stories

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Thank you @DoveCanada for the generous donation. Catalyst Canada (like our entire global organization) believes that women and everyone should be able to be their authentic selves at work. Thank you for supporting our project! https://t.co/nCAHINHIaR — CatalystInc (@CatalystInc) August 22, 2022 Dove Canada also applauded Wendy’s tweet on Thursday with words of encouragement. That looks beautiful, Wendy! #KeepTheGrey https://t.co/vwtLbh5P4G — Dove Canada (@DoveCanada) August 25, 2022 Story continues below ad So far, the response to both campaigns has been mostly positive. “This is the best response to another Canadian company’s self-inflicted PR disaster I’ve ever seen,” Ottawa communications professional Kathryn Clark tweeted in reaction to Dove. Oh boy @DoveCanada – this is the best response to another Canadian company’s self-inflicted PR disaster I’ve ever seen 😄 👊🏻 https://t.co/CXkwa4OgTQ — Catherine Clark (@catherinejclark) August 22, 2022 “I don’t care that it’s a marketing campaign,” Twitter user Robyn Brady wrote alongside a photo of her naturally gray hair. “Women have every right to age naturally and gracefully without fear of losing their livelihood.” I don’t care if it’s a marketing campaign. I gave up on the gray three years ago. #keepthegrey Women have every right to age naturally and gracefully without fear of losing their livelihood. @DoveCanada pic.twitter.com/DKmpAEYM7d — Robyn Brady (@Rapini1) August 22, 2022 Story continues below ad Support for Wendy’s bold move started pouring in soon after she shared her tweet Thursday morning, too. pic.twitter.com/WTgJTn0G0d — Edward McIntyre (@twittem) August 25, 2022 Dave Thomas would approve of this big moment!💯💯💯 — Zoran Matic (@ZeeMatic1) August 25, 2022 Story continues below ad I like! pic.twitter.com/dTXqluyQpv — Miss B (@MsDBsClassroom) August 25, 2022 Bell Media and Melling have yet to publicly comment on reports that ageism or sexism may have played a role in LaFlamme’s departure. Bell Media says it has launched an internal workplace review into LaFlamme’s departure, saying it “regrets” the way the situation was handled as it “may have left viewers with the wrong impression” that her career was not valued. — With files from the Canadian Press 4:28 The gray hair revolution Previous video Next video © 2022 Global News, a division of Corus Entertainment Inc.