A new campaign to boost the nation's image in anticipation of the 2012 Olympics reinforces gender bias
What have Wallace and Gromit, Richard Branson and Henry VIII got in common? They're all poster models in David Cameron's new "GREAT Britain" campaign, to promote the national brand ahead of the Olympics. Harking back to Britain's past and forward to its future, while ignoring the riots and economic downturn, the �500,000 campaign shows a series of triumphs in the fields of education, innovation and the arts.
Still, we can't help but notice that women are conspicuous in their absence. In the 10 posters showcasing Britain's greatness, there are no female faces and overall just two allusions to women. The first is a mention of Adele in a paean to music and then there is the stiletto shoe. Just in case we think fashion is run by women rather than just used to make them incapable of movement, designer Nicholas Kirkwood is given full credit.
A Department for Culture, Media and Sport spokesperson said: "The campaign is not about individuals, it's about areas of British excellence and these are just a few of the very many examples in Britain, demonstrated by both men and women."
But if British excellence is gender-neutral, why are the images so one-sided? We can come up with lots of women who would have fitted this campaign. Get rid of the dreary black-and-white still from a Manchester City and Fulham football match for a start. As we head into an Olympic year, make use of our female athletes. From Jessica Ennis and Paula Radcliffe to Ellie Simmonds and Heather Watson, we should've wrapped that poster up.
And why use Henry VIII when there are not one but two Elizabethan queens, illustrating both historic and current pomp and glory. While we are at it, why not take advantage of the recent worldwide hysteria over the royal wedding and use the Duchess of Cambridge on one? That way, we get Americans spending their dollars and Kate gets to contribute marginally to her upkeep. I mean, how else is she going to afford all those high heels? Can you think of any more?
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