The Women’s Institute has requested the withdrawal of the advertising campaign of the Association of Large Families of Madrid distributed under the slogan “Are you missing the rice?”
The campaign, distributed in public transport stations in Madrid, is accompanied by a video in which the organization points out as “excuses” some factors that can influence the delay of motherhood and paternity with the slogan “They are sneaking you in.” The poster points out, in relation to the decision to be a mother or father, that “some things, if postponed, are lost forever.”
“For decades, women have won the right to decide about our bodies and therefore to decide freely whether or not we want to have sons and daughters, whether or not we want to form a family, and if so, when, how and with whom to do it. “, recalled the director of the Institute, Cristina Hernández Martín, who pointed out that it is a campaign full of prejudices and pressures towards youth and especially towards women.
In a letter addressed to the president of the Association of Large Families of Madrid in which she asks that the necessary measures be adopted to end the campaign, which represents “an impairment of the freedom and autonomy that women have over their bodies” . Article 3.a. of the General Advertising Law declares illegal advertising that presents “women in a humiliating manner” or associates “their image with stereotypical behavior.”
The campaign points out that wanting to “establish your professional career”, thinking that “in five years you will be more prepared”, that children “spend too much”, “it is a task that surpasses you” or believing that “it will take away your time to enjoy your partner” are not very “real” reasons. “Do you have to buy a house first? “They are sneaking it in,” adds the advertisement, which ignores studies that point, for example, to the sustained increase in the cost of parenting in Spain – 672 euros per month per son or daughter in 2022, Save the Children calculated – that “many people cannot be allowed,” according to the organization.
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