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The Sun Lego Page 3

Stop Page 3 campaign creates spoof Lego model to put pressure on The Sun's advertisers


By The Drum Team | Editorial

November 3, 2012 | 2 min read

Stop Page 3, the campaign directed at Sun editor Dominic Mohan, has created a ‘Lego’ page 3 model out of protest against the toy brand’s commercial relationship with The Sun newspaper.

Lego’s partnership with The Sun currently involves a promotion in the paper offering parents a free kid’s toy when they redeem a cut-out voucher and take it in store.

In an attempt to highlight Lego’s ‘conflicting values’ by advertising in a ‘family’ newspaper which shows topless women, the campaign’s mock Lego lady has featured a typical Sun-style speech bubble quoting a child psychologist: “Dr Halm Gilnott says: ‘Children are like wet cement. Whatever falls on them leaves an impression.’”

A spokesman for Lego said it has no plans to pull the promotion and that the company was happy with its commercial partnership with The Sun: "LEGO's relationship with News International, [the parent company of The Sun] is a confidential business agreement.

“Through our partnership with The Sun, our intention is to provide millions of free LEGO play experiences to children."

The Stop Page 3 campaign has thus far has received over 51,000 supporters, including Alastair Campbell, Jennifer Saunders and Rebecca Front.

The Sun Lego Page 3

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