Story By: Jonathan Macias, Sub Editor: Joseph Golder, Agency: Central European News
Health chiefs have sparked fury over a campaign designed to promote cervical cancer screening for ‘wives who live longer’ with the adverts plastered all over buses in the capital.
The advert – created by the Mexican government – features the slogan “Esposas QueVivanMas” (“Wives Who Live longer” in Spanish).
The publicity campaign features the message: “Because we have an important woman in our lives, ask them to have the screening test, it is their right”.
The advertisement has been featured on buses across Mexico City, the capital of Mexico in recent weeks.
The advertisement has been slammed by academics and social media users who claim it panders to gender stereotypes.
Catalina Perez Correa, an academic researcher at the Centre for Research and Teaching in Economics (CIDE), posted a photograph of one of the posters on Twitter along with a comment accusing the creators of devaluing women.
She wrote on Twitter: “Girls, you have to get checked because the gentlemen need wives # QueVivanMas. Thanks to @SSalud_mx for this campaign that reminds us of the value of women’s lives”.
The Ministry of Health said in a social media statement that the campaign “was not carried out or authorised by the competent authorities, nor is it aligned with the communication policy of this administration and its commitment to gender equality”.
They also added that they are now investigating.
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