Feminine hygiene product maker, Libra, has been accused of stereotyping women in its marketing by an online petition.
It’s far from the first time a consumer goods or retail company has been caught up in online controversy over marketing, and serves as a lesson for other brands to think before they take a campaign to market.
The offending ad, included the line “Absorbs more than you ever did in maths class” has angered female maths and science professionals, who have slammed the ad as gender and social stereotyping.
The ads, on the back of public toilet cubical doors, were for Libra’s Invisible pads, and are still in circulation, despite the backlash.
Libra responded to one national newspaper about the complaints, telling the paper it had no intention to stereotype or denigrate the intelligence of women.
A petition for the removal of the campaign went live in August and has so far received 3300 signatures.
The petition says that “despite evidence that stereotypes and cultural biases still impede women’s success in the ‘STEM’ areas… Libra have rolled out this new advertising campaign”.