‘Sexist’ German ad for promoting cycling safety
The German government stand by ‘sexist’ bike helmet campaign, even after receiving criticism from various quaters.
Berlin: Germany’s transport ministry says it stands by a cycling safety campaign that has drawn accusations of sexism even inside the governing coalition for featuring scantily clad women.
The campaign, launched by the conservative transport minister, aims to persuade young cyclists to wear helmets and uses the English-language slogan: “Looks like s---. But saves my life.”
Critics have focused on the models’ skimpy clothing. The main criticism of the campaign is that it not only objectifies women and has obvious misogynistic undertones but that it is a lazy attempt at promoting cycling safety as it could have been done in many other ways.
In response, Franziska Giffey, the centre-left minister for women, posted a picture of herself on a bike with a helmet and the words: “You can wear a helmet even when you’re dressed.”
Transport Ministry spokeswoman Svenja Friedrich said Monday the bike campaign was meant to get attention and also features male models. She said, “We can absolutely understand the criticism from various sides, but we still stand by the images.”