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Calls grow for sexist litter campaign to be binned


By John Glenday, Reporter

September 4, 2015 | 1 min read

A local anti-littering poster campaign spearheaded by councils and fast food restaurants in Essex has backfired amidst suggestions that it carries a sexist subtext.

love essex

Unveiled last week the Love Essex campaign, which features billboards referring to men as ‘smart’ and women as ‘pretty’, urges consumers of fast food to ‘Bin Your Litter’.

The differing adjectives drew a swift response from locals with one mother launching a petition to have the campaign itself binned.

Natalie Collins remarked: “This ad campaign is both sexist and derogatory, especially to women. This is not a commercial ad campaign. It is a local authority campaign and, as such, falls under a responsibility to equality and diversity.”

The campaign first appeared in 2014 when it came under fire for perpetuating stereotypes and prejudices of both women and men.

A campaign spokesman insisted that the wording on the posters was ‘not intended to apply exclusively to the gender of the accompanying models.’


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