Female Civil Society Activism Against Sexist Ads CAN Get Results – Australia Example
Author: Administrator
Date: November 25, 2020
Bakers Delight is a large Australian-owned bakery franchise chain with outlets in Australia, New Zealand, and Canada.
A Bakers Delight ad depicting two tween age girls bound and gagged to promote lemon tarts. The photo was sent to Collective Shout by a supporter, who saw the image at Currambine Central shopping centre in Perth.
The chilling image portrays two frightened girls bound with Christmas tree lights and their mouths stuffed with tarts, alongside the slogan “Silent nights”.
It trivialises the serious issue of the abuse and torture of children. Did Bakers Delight consider how survivors of child abuse might feel about this promotion?
This has gone beyond a joke about quieting noisy children with sweets. It normalises the stereotype of ‘noisy’ women who need to be silenced, in this case with food put in their mouths.
After Collective Shout shared the image on social media, supporters responded to disturbing image.
Bakers Delight has advised the poster will be pulled from stores.
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