«Ukrposhta gets into a scandal over Valentine's Day adverts
The state-owned company «Ukrposhta» accused of sexualising schoolgirls after launching an advertising collaboration with a Ukrainian clothing brand on Valentine's Day. The campaign caused a wave of outrage on social media, after which the post was removed.
The essence of user complaints
The theme of a school classroom and images of high school students were used to promote the joint project.
Namely. style of photos and presentation of models caused criticism - some users saw it as sexualising underage images.
After a negative reaction:
advertising post quickly removed;
company publicly apologised in front of users.
Management response
CEO of Ukrposhta« Igor Smelyansky said that he personally did not see anything inappropriate in the photos. At the same time, he noted that the company had responded to public discontent, as some of the audience did not like the advertising campaign.
Context.
Scandals regularly arise around advertising campaigns of state-owned and large private brands due to issues of ethics, gender sensitivity and the use of images of minors.
In such cases, companies usually promptly remove the content and apologise to mitigate reputational risks.
Ukrainian
English
