Beta suggests 'alternative' poster to calm sexism row

LONDON - Beta, the agency behind the controversial 'Career women make bad mothers' poster for the Outdoor Advertising Association, has created a new execution in the campaign in an effort to help "set the record" straight.

OAA: The proposed Beta ad
OAA: The proposed Beta ad

Beta faced criticism from online parent community Mumsnet after releasing the "career women" spot, which was described as "absurdly over-generalised".

Following the backlash, the OAA took the decision to withdraw the ad, and Beta has apologised for any offence that it has caused.

On its blog, the agency has now also suggested a new spot, which carries the strapline: "sexist adverts damage us all".

Beta is now hoping the OAA will agree to run the poster on "a significant number" of digital sites across the UK.

It has also made a donation of £1000 to the anti-violence charity Refuge, and assured people that all is being done to remove the original offending spot from poster sites.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More