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‘Clearly a man thought this sales pitch up’: Sainsbury’s are accused of ignoring women’s safety with new ‘strolls after dark’ dress poster

  • The £24 dress was captioned with: ‘For walks in the parks or strolls after dark
  • Bosses have apologised and had the posters taken down after a furious backlash 
  • Many said it made light of the dangers women face when walking alone at night

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Sainsbury’s has bowed to public anger and removed from stores a dress advert that sparked furious complaints that the supermarket was ignoring women’s safety.

It had installed posters in hundreds of stores across the country for a £24 dress from its new collection with the caption: ‘For walks in the parks or strolls after dark.’

Now, bosses have apologised and had the posters taken down after a furious backlash on social media, with many claiming that it made light of the dangers women face when walking alone at night.

In a statement yesterday, a spokesman said: ‘We are sorry that due to the design some customers found this sign to be inappropriate and are working to remove these from stores. We will work hard with our agency partner to ensure this doesn’t happen again.’

The store had installed posters in hundreds of stores across the country for a £24 dress from its new collection with the caption: ¿For walks in the parks or strolls after dark¿

The store had installed posters in hundreds of stores across the country for a £24 dress from its new collection with the caption: ‘For walks in the parks or strolls after dark’

It apology came after the advert was ridiculed on Twitter by advertising executive Nathalie Gordon. It was viewed more than two million times – with many women saying the campaign was ‘tone deaf’ and ‘out of touch’ by not acknowledging how dangerous it is for women to stroll after dark.

One said: ‘What female goes on her own for walks or strolls in a park after dark?? Not me that’s for sure,’

Another asked: ‘Anyone else super concerned about the intention behind this ad? You all trying to endanger more women or are you just poking fun at the fact that if we do this we die…?’

Others accused Sainsbury’s of not involving female executives in its marketing. One Twitter user said: ‘Nope. Not a single woman was involved in crafting this, I would assume.’ Another added: ‘Clearly a man thought this sales pitch up.’

Sainsbury’s chief marketing officer is Mark Given.

Other men on its senior management team include the chief executive, chief financial officer, chief transformation officer, company secretary, corporate services director, chief executive officer of Sainsbury’s Bank and chief information officer. Just three women are on the team.

The advertisement comes two years after the murder of 33-year-old Sarah Everard as she walked home from a friend’s home in South-West London in the dark. Metropolitan Police officer Wayne Couzens was given a whole-life term for her rape, kidnap and murder. It was seen as a watershed moment for women’s safety.

Source: Daily Mail UK

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