Browsing Tag

sexist

Activism, Feminism

Some post for Weetabix – it’s pretty, pink and Barbie-based

21 March, 2013

Dear Weetabix

You *may* get some intriguing post tomorrow. It is a creative response to your most recent, most uncreative latest advert. Yep, the one in which the superhero lad plots to save the day while the young girl busies herself prettifying her pink bedroom and re-arranging her dolls.

Yes, THAT one, with the gender stereotypes that belong to the era of your inception, 1932. Welcome, friends, to 2013 – here you will find that most parents HATE these limiting roles.

Here, not all little girls are doll-obsessed, and some of them want to grow up to change the world too. Pink is a colour that belongs to all children, and not every little boy wants to climb and fight.

When I see adverts like yours I despair. How is it possible this kind of repressed perspective is still out there? Let alone boldly stalking amongst us promoting Flakey Morsels of the Dawn to young children.

When I feel this gutted about the state of the world I have to act. I firstly tweeted, then I sent you an email. But all afternoon I have been feeling the need to do something more, to really try and make you see how sickening this stereotyping is.

So I popped a little something in the post for you.

Sexist Weetabix post

I am not sure how my protest- post will go down. For the ten minutes I spent writing the letter and packaging her up I thought it was a bit funny and clever, that postpeople along the way might think “Oooh, what sexist antics have Weetabix been up to?” I hoped it might just grab your attention and prompt a response from you.

And then, I have to admit, as soon as I saw her feet disappear into the mouth of the letterbox I suddenly wondered if you might think it sent by a Barbie-maiming psycho- that it might even contain Anthrax. (It doesn’t, promise.)

Barbie Mail Protest

I’m not a Barbie-maiming psycho, just an irate mum who is utterly sick and tired of having her young daughter put in these boxes by big companies. With the huge amounts of money you throw into marketing, you are EXTREMELY influential in how our children define themselves.

I may do all I can to help Ramona celebrate all colours, to find joy in millions of kinds of toys, but if she is bombarded every day by images that tell her girls should like one thing and boys another, my own nurturing counts for little.

We are massive fans of Weetabix in this household (only in non-porridge season, OBVIOUSLY!) but until this ad is placed on the Shameful Shelf of Relics where it belongs we will not be buying your slightly-tasteless-but-still-somehow-delectable breakfast.

Barbie Mail Weetabix Gender Protest

I look forward to your response.

Yours Sincerely,

Lucy, and Ramona, and also every cereal-munching child in the world who deserves better.

PS- If any readers want to contact Weetabix and share their own disappointment you can do that here.

PPS I’d hate for you to miss a post… enter your email to get them pinged into your inbox. I won’t be spamalot, promise!


Parenting

Vandalism for my daughter’s sake

15 September, 2011

I was sitting on the train today and scoped out the poster above my head for a leading political rag. The cartoon depicted a husband reading a business paper and the wife in the doorway heaving in a load of shopping. My blood boiled, I grabbed a pen and in full view of the packed carriage scrawled “for the everyday male chauvinist” under the title. A second later I wished I had written “The 1950’s called; they want their sexist sterotypes back” but I didn’t have any Tippex on me.

It has been a while since I have taken any direct action in the name of gender equality. The last time was at the Salvation Army Headquarters in New Zealand when I took down the framed photo of William Booth above the plaque “Founder of the Salvation Army” and replaced it with Catherine and William- for she is the oft overlooked brains behind the outfit. That was really quite tame and courteous and about 6 years ago.

But since becoming a mother I have seen the world with fresh eyes, and Ramona is growing up in place with more limitations and adverse expectations due to gender then I was, that is for sure.

It’s in the quite superficial things – when I was a kid, everyone wore brown and orange, nowadays you have to work really hard to find colours other than pink and blue and shapes other than butterflies and tractors (and flipping heck, Ramona would look brilliant in a little brown and orange number.)  But also in the wider story -when my mother was bringing me up she had a consciousness about gender inequality, it was a fight being fought. Now we say we are “post feminist” and to oppose porn or point out subtle sexist messaging is to be too prim or politically correct. And then there is the not so subtle messaging – one of the UK’s biggest menswear shops, Topman, bringing out some completely misogynous  tee shirts– and the chorus of “Why all the fuss? We are post-feminist!” greeting the initial furor (Even the comments on that incredible Guardian piece reveal this – mostly arguing about whether the slogans were funny or not. WHAT THE HELL?)

I don’t know if it was the Topman t-shirts story knocking around my head or the fact that I am reading Female Chauvinist Pigs that moved my anger at that poster into action but I know that I vandalised it for Ramona’s sake.  (Ramona made me do it!) I don’t want Ramona to grow up thinking that women shop and men read buisness newspapers; I want Ramona to have a host of female role models in politics or the engineering industry,  to be able to walk around without feeling that her body is a commodity, to get paid as much as her male counterparts. It is great that the Topman story went big but there are a million everyday things that don’t even get addressed at all that make all those things much less likely to become a reality in her lifetime.

So this is me now –  never without a big black marker pen (and a bottle of Tippex for those moments when the wit arrives too late) to start addressing those little things. Any other mothers out there want to unleash your inner vandal?