Yesterday I wrote about your ad campaign featuring Jennifer Hawkins. I hope you read the piece. If you missed it, and you’re on the home page, scroll down a little and you’ll find it (it’s got lots of pictures of Jennifer Hawkins looking thin and sexy in bra and knickers and there’s a video too in which she’s getting up close and personal with an icecream and cavorting with a slice of watermelon).
Your company claims to care about body image. You claim to want to change the culture. You claim to produce intimate wear which doesn’t objectify women. You are even sponsoring Body Image Awareness Week which is on now. And you support a prominent eating disorder charity.
So I think you should read this comment, from Joni, a young woman from Sydney. She posted it on my site last night. She says your campaign makes her feel horrible. She says it tears at her self-esteem. She says she hates your ads more than any other ads.
I reckon you might want to revise your approach. Perhaps you’d like to respond to Joni and my other readers? We’d like to know how you can justify an approach which flies in the face of your stated goals.