Sexist stereotypes: Aargau Tourism gets worse with wellness advertising campaign

class = “sc-cffd1e67-0 fmXrkB”>

“Real men sweat in the sauna, not in front of the grill,” says a large-format advertising poster. Then a man in the wellness area. Below is a QR code linking to the Aargau Tourism page.

The campaign of four Aargau thermal baths, including the Zurzach thermal bath, the Fortyseven thermal bath in Bad Schinznach, Baden AG and the Sole Uno wellness world in Rheinfelden AG, is specifically targeted at men. Because they are underrepresented among clients of wellness spas.

Using gender stereotypes, they should be encouraged to go to the wellness area with a “wink wink” as those in charge say. Another slogan in the campaign: “Health is the beer of the soul.” Or addressing the stereotype that women constantly talk about: “There is no talking when it comes to health.”

The cliché of the man playing poker is also used: “Play all-in in a cold water pool instead of poker.” Posters on request should be ironic, writes Aargau Tourismus. “These should definitely not be understood as sexist messages.”

Thousands of likes, dozens of angry comments

But the publicity stunt actually backfires. Sascha Rijkeboer (31), who is publicly identified as a non-binary trans person, addresses the campaign with an Instagram post. “Want some sexist bathroom fun?” Rijkeboer wrote about a photo series featuring images from the poster campaign. he writes.

The post received more than a thousand likes and dozens of comments. For example, slam poet and author Lisa Christ (32) writes under the post that she finds the ads “extremely ridiculous.”

Another rolls her eyes and says: “Last century has brought back the clichés of bathing fun and wants it.”

35,000 franc campaign

The campaign is not only displayed on billboards at train stations, the issues can also be seen on social media. According to Aargau Tourism, its total budget is 35,000 francs. In the eyes of those responsible, this was a “low budget campaign”. This may make some viewers sweat.

When asked about the pools affected, he said the campaign has been running for several weeks and has not caused any negative reactions so far. Therefore, there is no need to take any precautions.

Aargau Tourism emphasizes that the aim of the campaign is to “position Aargau as a spa canton in Switzerland and other countries close to the border.” This seems to position itself further behind.

Source :Blick