Marie Claire steps into a Twitter mess

The campaign, #MCInHerShoes, features several South African celebrities wearing high heels to bring awareness to the plight of domestic violence in the country. It was previewed on Tuesday on social media to get some feedback and get people talking. And talking they did. The Twitter community quickly turned on the campaign and the editor as well, calling it a "gimmick", saying it promoted the magazine more than standing up against women abuse.

On a positive note, for every tweet featuring the phrase "I stand for women" with the hashtag #MCInHerShoes, Marie Claire will donate R5 to a shelter for abused women.

Other male celebrities part of the campaign include Gareth Cliff, Jimmy Nevis, Siv Ngesi and more.

"Here's a man being accused of this thing" - Marie Claire's editor thinks it's appropriate to call domestic violence "this thing".

- Elizabeth Bishop (@Ginger_Lizzy) July 23, 2015

High fiving all the South African homies for challenging Marie Claire on their lazy "put misogynists in heels" gender violence campaigning.

- Zoé S. (@ztsamudzi) July 22, 2015

Editor of Marie Claire on @CapeTalk. pic.twitter.com/5qODknYDKL

- Tom Eaton (@TomEatonSA) July 22, 2015

#MCInHerShoes Marie Claire issue has caused controversy by including Euphonic in it,was it a good idea to include him? #TheMorningFix

- Moflava2015 (@moflavadj) July 23, 2015

Marie Claire editor says she'd first thought of having the guys wear bras... but she wanted something symbolic, everyone could relate to

- Outside Fighter™ (@ladyj_oy) July 23, 2015

"Hey I saw some random celebrities wearing high heels in this months issue of Marie Claire, I should stop abusing women" - abuser, probably

- Sisi Naidoo (@Sisi_Sasha) July 23, 2015

Marie Claire's apology. pic.twitter.com/tViQZGzhKs

— Anne Hirsch (@Anne_Hirsch) July 23, 2015

What are your thoughts? Is the campaign just a gimmick, or could it help the fight against domestic violence?