“Boys will wear shoes they can play in. Girls want pretty and girly shoes.”
These two sentences are under respectively a picture of a boy and a girl and shoe shop chain Eurosko last publicity stunt in Norway. People have reacted spontaneously both on Facebook, Instagram and Twitter and it is virtually social media storm against shoe shop chain.
While the boy standing smiling with hands in pocket, standing girl in advertising sideways with hands on hips with a serious expression on her face. Both seem to be 6-7 years old.
Creatives used internally Eurosko own stores.
Pulled promo
Just hours after the first messages were laid out, reports Eurosko that they prefer creative and removes all the posters from the stores.
“Today we have removed these two posters from our stores, then we do not want to promote such thinking. Eurosko believe in free roles for everyone, and will in the future make sure to scrutinize our lyrics in more depth before production. We apologize for the inconvenience. “Writes chain Instagram.
Here, it looks like they have tried to answer all those who have reacted with disbelief reklameplaktatene.
– This was thoughtless of us . We should set it, but we did not, says sales manager Nina Ekstrom in Eurosko Norway.
Among the reactions on Instagram, Facebook and Twitter are the sexism that recur. Many wonder if this is a planned provocation by shoe shop chain, while others say that Eurosko has now lost them as a customer.
Stopped in Sweden
The ad campaign was also launched in Sweden, but got a short life there too. In early March it was quenched by Reklam Ombudsman.
The problems around gender discrimination was only one of the points Ombudsman pointed out. In addition, they think that one should be especially careful with advertising directed at children.
Reklam Ombudsman concludes that the advertisement depicts children’s interest in a stereotyped manner that is not consistent with that children generally have different interests independently of gender.
“This is reinforced by images of the girl and the boy who presented side by side. This way of dividing up girls and boys interest from stereotypical gender roles is degrading for both girls and boys, “said the Reklambyrå Ombudsman statement on 4 March.
After this also chose Eurosko in Norway to remove all materials.
– Excuse
– It was very much to go through, and unfortunately, these two posters after the review. It was a miss, says Ekstrom in Eurosko Norway.
– There’s nothing else to say than sorry, she continues.
Now they have intensified efforts to remove the posters and the goal is to get everything away before Saturday is helpful.
– It takes some time, it is 230 shops throughout Norway. Many of them have already removed the posters, she said.
CEO in blue and heartbreaker in Pink
There is only one year since children nasty chain nameit got undergo their choice of press bodysuits for young children. The time they sold the garment body with the text “CEO” in boy blue, while girls pink was labeled “Heartbreaker.”
The time reacted Equality and Discrimination Sunniva Ørstavik with concern how clothing chain treated girls and boys differently:
– This says something about an expectation of what boys and girls should be, and the reality in which girls should be cuties and boys CEO, meets children from when they are tiny. It worries me when clothes and toys consistently encourages different behavior for girls and boys, said Ørstavik.
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