AUSTRIA is facing a $2.8bn crisis after the demise of its ‘Dads’ billboard, which was designed to encourage dads to take responsibility for their kids.
Key points:Advertising agency ADL found that the adverts had no meaningful impact on teenage girls’ attitudes to boysThe billboard was the product of a $50m campaign by advertising agency DatoosaGlamour, and has been criticised for its sexist toneThe adverts were designed to highlight the positive aspects of being a dad, including the importance of mentoring and the importance men should be involved in parenting, but were also criticised for having sexist content that targeted young women’s views about masculinity.
The ad was paid for by the Australian Capital Territory Government and designed by advertising giant DatoosiaGlamor, and features a father and son taking a selfie.
The slogan reads: “You don’t need to be a DAD, you just need to get out there and be a dad”.
But the billboards were a success for the agency and had been commissioned by the Department of Primary Industries, which also produced the ad.
The agency found that a total of five million views of the billboard had been shared on social media, while the ad had been viewed by more than 1.3 million people.
The ads had not had any significant impact on the teenage girls who viewed them, the agency said, but the messages they were conveying were sexist and demeaning.
The billboards have been slammed as sexist, demeaneering and sexist.
One woman, who spoke to the ABC anonymously, said the billboards had made her feel like “a bit of a dick” and a “little bitch”.
She said she felt like she needed to take action to help her daughter, who was 13 at the time, understand the importance and value of being an adult in her own right.
“They’ve made me feel like a little bitch because I’m not a good dad.
I’m a bad dad, and I’m trying to do the best I can,” she said.”
I was hoping to see a change in the way I thought about dads and my daughters, but I think they’ve just taken it to another level.”
The agency said the agency’s findings were not unusual.
It found that about a third of the views of advertising were from teenagers, with about half of those from 18 to 29.
The majority of views were from young women.
“We’ve seen the advertising and thought it was pretty well-received by teenage girls,” a spokesperson said.”[But] when we looked at the views, we found the ad to be extremely sexist, and demegenously sexist.”
The ad reinforces stereotypical attitudes about boys and men, and also highlights the importance to fathers of mentorship, as well as the importance for men to be involved with parenting.
“The spokesman said it was the first time ADL had looked at an ad and found it had not been able to change the attitudes of teenagers, but it would continue to be monitored to see how it could be changed.”
This ad is a testament to how damaging and damaging the negative messages are to young women,” the spokesperson said, adding that the agency had spoken to other agencies to find ways to make changes.”
But the negative and discriminatory messages are the norm and we have no intention of changing it.
“The Department of Education has said it is committed to creating “more gender-neutral and gender-inclusive content for all ages”.”
As a government, we support a culture of equal opportunity in education, in which young people are encouraged to learn and thrive from their own perspectives, regardless of their gender or gender identity,” the Department said in a statement.