OAA Apologise for "Career Women Make Bad Mothers" Campaign

[OAA]

The OAA are running a campaign to demonstrate the power of outdoor advertising to drive people online. This is being done in conjunction with a new website called ?Britainthinks.com? which encourages debate amongst the people of Britain.

We regret any misunderstanding that led to feelings of offence on the part of members of the Mumsnet community.

The intention of the website is to generate debate by posing questions that are deemed to be socially relevant by members of society.

We did not intend to cause any offence and we would stress that the questions posed were not the opinions of the OAA or any of its members.

Three posters were designed to initiate the debate using sport, life and politics and these are supported by dozens of other questions on the website itself.

Regrettably the question relating to ?career women? has caused offence and the OAA unreservedly apologises to anyone who has been offended. This was not our intention and, to ensure that this misunderstanding does not persist, instructions have been given to remove this poster.

Subject to the vagaries of the weather, all copy will be removed as soon as possible. The sites currently carrying this poster will be either blanked-out or carry one of the other designs. The poster will also be removed from the ?Britainthinks.com? website. All Digital posters have already been removed.

Oops, BIWI got there first. #wanders off to make mischief elsewhere#

Hello - weeeell I guess our take on it is as follows:

First we're not really bothered about whether it lets anyone off the hook or not - I think Mumsnet has made a point fairly comprehensively and to be honest these legal skirmishes are fairly exhausting and debilitating - on balance we'd rather not have to spend our waking hours fielding calls from Garry (no offence Garry), wading through reported posts and deleting Haikus, when we could be eg baking marmalade muffins with Dan Lepard.

We take your point about playing into (Beta)'s hands SnowWorm et al but from our perspective we'd rather that than an ongoing battle. If this is a way to draw a line then it seems not a bad one - better than the high court anyway.

So... we'd be inclined towards Swedes/ Dittanys' view that we should take the opportunity (and I'm assuming they mean the digital ads that you see up in tube stations) to say something important.

My personal opinion is that if we were to go ahead then it makes sense to address the prejudice against working mothers of the original poster directly - so for example (rather than just any old MN ad). So something along the lines of

Swedes'
Am I being unreasonable .... to want a family and a career?

or
Feminists make the best fathers

or maybe something better.

But on the broader point of do we mind whether an advertising association uses their adspace to put up a message of our choice with our branding on (or not for that matter) for free. Then no, we here at MN Towers, don't.

As always though we are fully aware that we are not the only stakeholder here . So do shout if you disagree.

Yes I like the second one if you want us to choose an option from (Beta)'s own creative proposals

Well said CrazycatLady - this 'offer' is just another example of them not 'getting' this form of media.

Please, not something with the F-word. Don't want to start a huge row, but the general thickos public just don't GET feminism.

If pushed, I like Lenin's suggestion:

'Sexist advertising isn't sexy' - it's snappy and to the point.

I think the best outcome would be the OAA offering MNHQ some free adspace. After all, they can't be overwhelmed with business to have to run such a campaign in the firstplace...

And some senior ad exec who just happens to be a MNer from a really global or hot agency offers to manage the campaign for free.

And then we run with whatever we like.

But I can't blame MNHQ for seizing on the oppo for free publicity. If I was running a business based on profile I probably would too. But I fear some deregging by lovely people if it happens.

loving feminists make better fathers.

I like the two thirds one but I think it is a bit long and wordy for a billboard.

Ah, Justine, am loving your use of stakeholder {proud emoticon]

Danger that mumsnet could end up looking idiot if the slogan on the board doesn't hit the right note. Some things look great written down but hideous in large print . Ask garry.

wow....
Have just caught up with all this.
fantastic work MrsB and everyone who complained.
I'm not keen on smoothing things over for Beta personally, but can see Justine's point and understand her desire to grab the get out of libel jail card.
so
I love Grimma's
"Career Women Make Bad Motherf*king Admen Apologise thanks to Mumsnet"
but would be happy with
Sexist Advertising harms women and girls.

I like the "Sexist advertising harms women and girls" or "Sexist advertising damages us all" because it is not emphasising the gender divide again. It is factual and slightly penitential.

Something like "Feminists make the best fathers!" would be an excuse for the Mail to run lots of photos of underweight men holding hoovers and then running a CAMPAIGN FOR REAL MEN with lots of proper cavemen shovelling snow and talking about how their wives cook their dinner for them.

I liked that one too ingles

Feeling pleased and pround to be a stakeholder.

If the decision is taken to accept (beta)'s proffered olive branch, then I vote for:

Am I being unreasonable .... to want a family and a career?

It makes a much better point than the statement that caused all the bother in the first place, and is ann obvious starting point for discussion. The use of the phrase "Am I being unreasonable" is essentially MN branding given that a google search on the term: "am I being unreasonable" brings up this page at the top of the search results.

Justine I most definitely disagree with any thoughts on a joint campaign. MN doesn't need it and is more likely to end up looking silly than benefit in any way.

I agree with Wilfsell that an adequate resolution as far as MN goes is to offer some free ad space. Then as far as an adequate solution goes in redressing the awfulness of the original campaign, the impact of which is society-wide not just MN, well I think the best course of action is to leave Beta to it.

I hope this experience has brought a new way of thinking to their creative team and that their future campaigns will be more positive. THAT to me is the best outcome.

feminists make the best fathers risks offending others unfortunately..
it needs to be a direct response to the sexism in the original I think... MP's 'Sexist advertising damages us all" is probably the best the response and still a decent statement that is open for discussion

I think the AIBU to want a career and family is also a bit old hat, as most of us have to work, whether we like it or not, and the vast majority of jobs women do do not resemble actual careers...

I'm with Sydney and Crazycat.