An anti-binge-drinking campaign was suspended after Twitter pointed it out that it was super sexist
Monitoring your drinking is important, health-wise; no good comes from taking in excessive amounts of alcohol (although many of us do it from time to time). But taking that stance and turning it into victim-blaming is not the way to go. That’s exactly what an anti-binge-drinking campaign by York Region did, though — and Twitter was not impressed.
York Region, a municipality near Toronto, tweeted about its campaign last month and shared a cautionary image featuring a young woman with the words, “It’s not just about keeping an eye on your drink but how much you drink. Don’t try to keep up with the guys.”
The goal of the campaign was to discourage binge-drinking among students, since the posters were hung at York University, and also to “remind” women to keep an eye on their drinks so creeps don’t drug them. But by targeting women and implying that binge-drinking leads to sexual assault, the municipality put the blame (and shame) squarely on victims who are sexually assaulted while under the influence — and not on perpetrators where it belongs.
Don’t try to keep up with the guys. It's not just about keeping an eye on your drink but how much you drink. More at https://t.co/7rjrHIsBbl pic.twitter.com/IF8eq2DWwz
— York Region (@YorkRegionGovt) August 18, 2017
Unsurprisingly, Twitter wasn’t having any of it. Users quickly shot back at York Region, expressing their anger over the campaign.
How on earth was this campaign approved? @YorkRegionGovt paying for ads shaming young women and victim-blaming. pic.twitter.com/ghjp9nU394
— Claire van Nierop (@Cana_Dutch) August 24, 2017
How about supporting and believing women who report sexual assault, rather than just telling them not to get drunk in the first place?
— Ratbag Jackson (@ratbagjackson) September 1, 2017
Many demanded that the ad be pulled.
Victim blaming (blaming women for drinking too much) is part of rape culture, this ad is extremely irresponsible. Pull this immediately.
— Julia Dickens (@juliachickens) September 1, 2017
Their anger ended up working (and rightfully so). The ad was pulled, and York Region issued an apology.
What’s interesting, though, is that the campaign passed through all the advertising channels and it took Twitter to point out just how irresponsible the ad was.
We recently received feedback about one of our campaigns. We take this feedback seriously and will suspend this campaign immediately. pic.twitter.com/8nu2vBgLds
— York Region (@YorkRegionGovt) August 25, 2017
For now though, the ads are down. But the message was heard loud and clear. Victim-blaming or shaming a woman for her drinking and not holding men accountable has to stop. And we’re so happy these Twitter users spoke up and got this campaign abolished!
