The great "ginga" debate has polarised New Zealanders with the public split over whether a radio campaign is offensive or just a bit of fun.
Stephen Simpson, a Christchurch father of two red-headed boys, expressed outrage at the promotion on TV ONE's Close Up programme last night saying it makes red-headed people the target of bullying.
But a tvnz.co.nz messageboard shows readers are polarised about Simpson's views and Close Up has had record feedback with hundreds of emails about the issue.
A poll of tvnz.co.nz readers about The Edge radio station's Hug a Ginga Day showed 44% find it offensive, while 56% think it is nothing to be upset about.
Some readers endorse Simpson's views, saying if the promotion asked people to hug a particular race of people, it would not be allowed. But others said he needed to "lighten up" and was being "too PC".
Some thought the father speaking out will make the situation worse for his children.
Shelley72 said: "The father of these children need to understand that no matter the hair colour or look of a child, children get bullied. It's sad I know, but children will get picked on for different reasons: Hair, nose size, colour, freckles, glasses, weight and many more. To me the father has just made this worse for his children."
Others thought the promotion was a sad reflection on society.
Luisa said: "I am totally in agreement with Stephen Simpson. I find the focus on ginga inappropriate and only draws unwanted attention to them. There is no need to single anyone out because of the colour of their hair - they should be accepted as they are without comment."
It seems red-headed people themselves were divided too.
Hiruys said: "As a redhead I would like to tell all you non-redheads out there that the word "ginga" is highly offensive to me. Call me it at your own peril! Other than that, I love my hair!"
But Caitlinmain said: "I agree with him in no way here, as I am a red-head myself, and "Hug a Ginga Day" is all just a bit of fun. Yeah, I've been bullied for my hair colour, but NEVER have I been harassed about it on "Hug a Ginga Day"."
The stunt was engineered by The Edge's morning show hosts, Mike Puru, JJ Feeney and Dominic Harvey.
Have your say on the messageboard below.