BDH TBWA employs Carry On theme for new EOC campaign

The Equal Opportunities Commission has taken its cue from the politically incorrect humour of the Carry On films in new advertising highlighting pay discrimination and sexual harassment at work.

Manchester's BDH/TBWA has created the campaign, which sustains the Carry On tradition by using John Mac, the original illustrator of the film posters, for the new ads.

They are intended to show how little has changed since the first Carry On films appeared more than 40 years ago. They were written by Mike Murray and art directed by Jason Hill.

When Carry On Regardless was made in 1961, women on average earned less than 60p for every £1 a man earned and sexual harassment was not recognized as an issue.

The EOC claims that little has changed during the intervening period, with women still earning just 71p for every £1 a man earns and sexual harassment a lingering problem in the workplace.

Mediaedge:cia is buying media for the campaign, which will run in women's press, Sunday supplements and the regional press.

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