ScoMo’s Spinners Behind ‘1950s Sexism’ UK Government COVID-19 Ad
The UK’s Conservative government has deleted a ‘Stay Home. Save lives’ advert depicting women performing domestic chores, including home-schooling and teaching, while a lone man is shown lying on a couch.
The advert drew immediate criticism after it was released on the Government’s Facebook page. Labour Party MP Yvette Cooper calling it ‘1950s sexism’, while Conservative Party MP and Chair of the parliament’s women and equalities select committee Caroline Nokes tweeted “someone signed this off”.
It was reportedly created by New Zealand digital marketing agency Topham Guerin, who worked with Scott Morrison’s Liberal Party during the 2019 election.
As well as sexist, the ad has been described as heteronormative.
Who made this? And who approved it?
Heteronormative.
Reinforcing the view that it is a woman’s job to homeschool, clean, do the childcare.
Are the men out there fighting a war or something? pic.twitter.com/Q7tHtIUx4m— Dr. Pragya Agarwal (@DrPragyaAgarwal) January 28, 2021
In one of the images, a woman is shown teaching her daughter how to do household chores. The advert is part of the Government’s ‘Coronavirus: Stay Home. Save Lives.” campaign.
Throughout the pandemic, the governing Tory Party have trialled a range of slogans. In March, there was ‘Stay home, protect the NHS, save lives’. In May, this transitioned to ‘Stay alert, control the virus, save lives’ along with decreased lockdown many. ‘Stay alert’ was criticised by many for being too vague. The change prompted comedian Olaf Falafel to Tweet a ‘Government COVID Slogan Generator’
It appears some of you idiots can’t follow a simple instruction so here’s THE NEW AND MUCH CLEARER Government COVID Slogan generator pic.twitter.com/t6tXmfp75E
— Olaf Falafel (@OFalafel) May 11, 2020
In July, the government messaging then became ‘Hands. Face. Space’. This slogan was in operation during Chancellor Rishi Sunak’s ‘Eat Out to help Out’ scheme, which saw 50% off all in-restaurant dining between Mondays and Wednesdays throughout September.
The Government’s pulled ad received particular criticism for its depiction of a woman conducting homeschooling.
Manu Reid, the Leader of the Women’s Equality Party, told GLAMOUR magazine in November 2020 that there was “a situation where women are more likely to work part-time, that when couples do have children, men do not take as much time off because we are still in a place where it is not financially viable or socially accepted. We are seeing that in such a dramatic way during COVID-19”.
According to a study by psychologists at the University of Sussex, “childcare responsibilities during lockdown are not being shared equally between working parents”.
“Seven in ten women (70%) reported being completely or mostly responsible for supporting children with home-learning, a task associated with considerable time costs”.
One Twitter user went so far as to recreate her own version of the advert.
This took me an hour to create. As a female critical worker and graphic designer and illustrator with mobility issues it astounds me how off the mark the first one was. Someone signed that off! pic.twitter.com/ro0egfoxKb
— LisaEdwards78 (@LisaEdwards78) January 29, 2021
The UK Government is not unfamiliar with ad campaign controversy.
Last year, an advert from a 2019 went viral after it began circulating around Twitter. The ad depicts a ballerina lacing her shoes with the slogan “Fatima’s next job could be in cyber” above the slogan “Rethink. Reskill. Reboot”.
Fatima's next job could be in Cyber. Fatima's next job could be starting the revolution to overthrow a society so broken that capitalism and profits are more important than passion and arts. Fatima's going to fuck you up.
— TechnicallyRon (@TechnicallyRon) October 12, 2020
Despite being part of a 2019 campaign, the advert gained relevancy online after Chancellor Rishi Sunak reportedly told ITV that people in arts “should retrain and find other jobs”. While ITV later changed the article to “reflect that the Chancellor’s comments were about employment generally and not specifically about the music or arts sector”, Twitter quickly seized on the image.
https://t.co/uo2R1RmAX3 pic.twitter.com/ppIlQLHuP8
— Sam P (@samjoshphillips) October 13, 2020
Culture Secretary Oliver Dowden eventually tweeted that the advert was “crass”, and not from the Department for Digital, Culture, Media and Sport.
To those tweeting re #Fatima
This is not something from @DCMS & I agree it was crass
This was a partner campaign encouraging people from all walks of life to think about a career in cyber security
I want to save jobs in the arts which is why we are investing £1.57bn
— Oliver Dowden (@OliverDowden) October 12, 2020
Boris Johnson’s official spokesperson told reporters that the newest ‘Stay Home. Save Lives’ ad “does not reflect our view on women and we have removed it”.
When questioned on whether it was checked before release, the spokesperson said, “We have provided and have produced information throughout the pandemic to try and ensure that we can communicate our key messages, specifically around the importance of staying at home to protect the NHS and to save lives.”
Topham Guerin were contacted for comment
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.