Tone-deaf, obnoxious, naive, opportunistic and using racial tension to boost the bottom line: these are some of the harsh reactions against Starbucks’ new “Race Together” campaign. In an effort to encourage discussions on race amid tensions throughout the U.S., baristas are given the option of writing “Race Together” on the coffee cups they give to customers. The backlash has been loud, with many complaining the Starbucks is overstepping its bounds in a campaign that has no relationship to coffee. Senior vice president of global communications Corey duBrowa has temporarily deleted his Twitter account because the attacks have been so hostile.

Howard Schultz, Starbucks Corp Chief Executive, defends the campaign, saying the company’s intent is to try and “elevate the national conversation.” However, since many baristas are young adults without training in such potentially difficult conversations, critics question how the workers will manage if someone does take them up on the opportunity for discussion. Many found the idea of starting conversations on race with a barista to be ridiculous.

In addition to the message on cups, the company has produced an eight-page supplement that will be distributed in USA Today and its stores as part of the year-long campaign to “stimulate conversation, compassion and action around race in America.”

Schultz says that the intention of the campaign is “pure,” and not motivated by profit. Starbucks has recently tried to get involved in other big social issues, such as the 2012 “Come Together” campaign, which was intended to send a message to lawmakers involved in stalled budget negotiations. In 2013, after their cafes became the sites of gun rallies, they placed newspaper ads notifying customers that firearms were not welcome in their stores.

Many critics point out that the company may need to examine its own race relations, as its leadership is predominantly white, although many baristas are minorities. In addition, the photos for the ad campaign feature only white baristas holding cups with “Race Together” written on them. Before its annual meeting, Starbucks released statistics about the racial and ethnic makeup of its workforce: ethnic minorities make up 40 percent of its U.S. workers, along with 18 percent of its top 50 leaders. They have promised that over the next three years they will hire 10,000 at-risk use.