By Sammie Jones-
The British government has been criticised for a sexist social media advert urging people to “Stay Home and Save Lives” after it was criticised for stereotyping women.
Former Sunday Times editor, Lorraine Candy, Style Magazine who reported on the advert led the criticism, saying: “Are there no intelligent, smart women advising the government about this? I am perplexed by the lack of awareness.”
The image which went viral on social media, showed women home schooling children and doing domestic chores, while the only man featured was depicted relaxing on a sofa. The slogan “Stay Home, Save lives. The new Covid-19 variant is spreading fast”, was widely shared on social media earlier this week.
Three scenes showed women cleaning, ironing and teaching children. Another one of the adverts depicted a family on a sofa, mother and daughter curled up beside a man who has his feet on the ground.”
Women have in many cases been traditionally more domestic than men, generally taking up the task of teaching their children, a fact that does not reflect well on men.
At the heart of the criticism is the expectation that men should be encouraged to do those things, and more ads should depict men playing those roles, instead of perpetuating negative stereotypes.
A Downing Street spokesman said : “We have provided information for the public throughout the pandemic.[The advert] does not reflect our view on women and we have removed it.”
Parenting blogger Anna Whitehouse said: “Showing a man lounging about while women (and girls) ‘do it all’ may bear some truth but it can’t be the blueprint from the top. How did this get signed off in 2021?”
Conservative former minister Caroline Nokes, chair of the Women and Equalities Committee, also criticised the image, tweeting: “Someone signed this off.”
The Advertising Standards Authority is clear in its stipulation that campaigns “must not include gender stereotypes that are likely to cause harm, or serious or widespread offence”.
Another is an “ad that belittles a man for carrying out stereotypically ‘female’ roles or tasks”.