The Women’s Institute has requested the withdrawal of the advertising campaign of the Association of Large Families of Madrid distributed under the slogan “Do you miss rice?
The campaign, distributed in public transport stations in Madrid, is accompanied by a video in which the organization indicates as “excuses” certain factors that can influence the delay in maternity and paternity with the slogan “They infiltrate you “. The poster emphasizes, regarding 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 their bodies and therefore to decide freely whether or not they want to have sons and daughters, whether or not they want to start a family, and if so, when, how and with whom. to do it”, recalled the director of the Institute, Cristina Hernández Martín, who stressed that it is a campaign full of prejudices and pressure towards young people and especially towards women.
In a letter addressed to the president of the Association of Large Families of Madrid in which she requests that the necessary measures be adopted to put an end to the campaign, which represents “an attack on the freedom and autonomy of women over their body”. Article 3.a. of the general law on advertising declares illegal advertising which presents “women in a humiliating manner” or associates “their image with stereotypical behavior”.
The campaign highlights that wanting to “establish your professional career”, thinking that “in five years you will be better prepared”, that children “spend too much”, “it is a task that is beyond your control” or believing that “this will deprive you of time to enjoy your partner” are not very “real” reasons. “Should you first buy a house? “They infiltrate it,” adds the ad, which ignores studies that highlight, for example, l sustained increase in the cost of parenthood in Spain – 672 euros per month per son or daughter in 2022, according to Save the Children – that “Many people cannot be allowed”, according to the organization.
