Stereotypical image of women: Neocitran advertising is criticized for sexism

The temperatures have dropped, the shivering has begun. As a result, the number of people experiencing coughs, headaches and runny nose is increasing. Classic flu symptoms. Some patients turn to the classic drug Neocitran, which belongs to the British pharmaceutical company Haleon. It has approximately 1200 employees at its Vaud site in Nyon.

A campaign for the powder is currently underway. But this draws criticism. In the TV spot, the voice of a girl can be heard telling the audience about her mother. “Mom takes good care of us,” she says in Swiss German. And you see how she laughs and jumps away from her mother, who is worried about her grandmother.

However, the flu viruses thwart the idyll. The first cold symptoms start at work, followed by a headache at home on the couch. “I’d like Mom to look at herself just to be sure.” The solution? A caring partner? Bed rest and lots of tea? No, of course Neocitran. According to the advertising voice, this fights six common flu and cold symptoms “so that you feel better again and you can also take care of others”.

For Valérie Vuille, director of the Geneva organization Décadrée and expert on equality, this place is problematic. A very traditional gender role is shown, where the mother who takes care of the child works and has no time to rest herself. So she gets sick. There is no one to help her. “The remedy offers a solution, so that she can continue to fulfill the role assigned to her.”

That reality does exist, but it is problematic and should not be used to sell a product, says Vuille. In addition, the basic message is questionable. It says: “You have no right to be sick, to lie in bed and take care of yourself. You always have to find a solution quickly to take care of others again.”

This sexist necessity makes women feel guilty and affects their mental and physical health, says Vuille. Unfortunately, such sexist advertisements are allowed in Switzerland and often seen. According to a 2020 Décadrée advertising analysis, about one in four advertisements in Switzerland contains sexist content. According to Vuille, there is an urgent need for companies and advertising agencies to question their campaigns more.

Haleon spokeswoman Martina Gernet says Neocitran advertising is not intended to capitalize on or even propagate traditional or unequal gender roles. The company regrets that this has met with criticism. “The commercial is part of a global campaign to underline the importance of adequate rest when dealing with a cold.” In addition, the themes of diversity and equality are very important to Haleon and are an integral part of the company’s values. From January, all employees would be entitled to six months of paid parental leave. (aargauerzeitung.ch)