Nine years ago, Rihanna’s boyfriend Chris Brown assaulted her, bruising and battering her face in a horrific example of domestic violence.
It was a reminder of just how widespread domestic violence is throughout the US and the world.
But one Snapchat-approved advertiser decided that exploiting Rihanna’s experience as a domestic violence survivor would be a good marketing tactic. In their Snapchat ad, the app “Would You Rather” presented users with a disturbing choice: “Slap Rihanna or Punch Chris Brown.”
The ad prompted Rihanna, a champion for the right of girls and women around the world and the global ambassador to the Global Partnership for Education, to prove once again that she won’t stay silent in the face of injustices against women. The singer condemned the ad and rejected Snapchat’s apology in a statement she posted as part of an Instagram story.
“This isn’t about my personal feelings, cause I don’t have much of them [but for] all the women, children and men that have been victims of [domestic violence] in the past and especially the ones who haven’t made it out yet … you let us down!,” she wrote. “Shame on you. Throw the whole app-oligy away.”
Take Action: Test Your Knowledge: Gender-Based Violence
Rihanna speaking up about Domestic Violence on Instagram few minutes ago. For those wondering: few days ago, an ad on Snapchat was asking user if they "would rather slap Rihanna or punch Chris Brown?" pic.twitter.com/DMmsA0yCZN
— Rihanna Diva (@r_divacom) March 15, 2018
Rihanna, a Global Citizen partner, has long championed education and safety for girls and women around the world. And like the superstar singer and activist, Global Citizen campaigns on ending violence against women. You can take action here.
After users began screenshotting and sharing the advertisement, Snapchat issued a brief apology.
“The advert was reviewed and approved in error, as it violates our advertising guidelines,” Snapchat said in a statement, adding that they had blocked Would You Rather from future advertising.
But Rihanna, her fans, and anti-violence advocates weren’t having it.
“I’m just trying to figure out what the point was with this mess!” Rihanna wrote on Instagram. “I’d love to call it ignorance, but I know you ain’t that dumb!”
Read More: This Issue Has Rihanna, LeBron James, and Chance the Rapper Stepping Up and Taking Action
1. snap chat ad, 2018
— Gina Rushton (@ginarush) March 14, 2018
2. rihanna's police statement, 2012 (CW: violence) pic.twitter.com/JURi5Ityyr
Rihanna said we should delete our snapchat for their domestic abuse joke. Our president has spoken therefore i’m deleting snapchat. pic.twitter.com/nLvB2okCRa
— c (@kidcudison) March 15, 2018
If she tells me to delete snapchat I’ll do it @rihannapic.twitter.com/yUW1UOzNc2
— Nicollette Williams (@nicollettemw) March 15, 2018
And it wasn’t just fans who were fired up. Stock market investors also took action against Snapchat. The share price of Snap Inc fell by 3.6% in the US and 8% in the UK following Rihanna’s response to the ad.