We don’t know though what New Adventure Travel Limited had in mind after pushing out the following scheme:
Needless to say the reaction was NOT what they expected:
Whatever they can be blamed for, gender bias shouldn’t be a part of it:
@NAT_Group Is there something wrong with you?— Reece Emmitt (@ReeceEmmitt) May 11, 2015
Of course, they did have a few, though scant, approvals as well:
Though the company may have thought the slogan, “Ride me all day for £3” a bit naughty and laced with tongue in cheek humor, it offended a lot of people who were put off by it.
The advert didn’t just objectify people and play at sexism; it made light of issues like prostitution.
Sexual harassment for women in public transports has always been an issue; it is not far-fetched to fear that such advertisements can make the situation worse for them.
The company said, their objective was to “make catching the bus attractive to the younger generation. We therefore developed an internal advertising campaign featuring males and females to hold boards to promote the cost of our daily tickets.”
However, the negative backlash mounted and the company withdrew its campaign and issued a statement apologizing for it.
“The slogan of ‘ride me all day for £3’whilst being a little tongue in cheek was in no way intended to cause offense to either men or women and, if the advert has done so then we apologize unreservedly. There has certainly been no intention to objectify either men or women,” the NAT group stated.
Worth Checking Out: This Video Trains Women How To Finally Deal With Street Harassment