Greek medical staff are angered by the advertisements promoting blood donation by reinforcing negative stereotypes featuring nurses as actresses in the adult film industry.
The suggestive adverts have the slogan, “Now, you too can be a hero.” They feature provocative nurses wearing red stilettos, mini-skirts and inappropriate cleavage. The commercial shows the nurses drooling over a doctor who has just revived a patient and ends by showing a man saving lives by donating blood.
The suggestive advertisements were slammed by the Greek state hospital workers’ union that was angered by the “sexist” portrayals. The outraged nursing association described the commercial as an insult to their profession. Furthermore, a government gender equality watchdog criticized the advertisement for promoting gender bias.
The National Center for Blood Donation that approved the advertisement said that its use of satire was for a good cause and aimed at passing through a serious message ahead of World Blood Donor Day on June 14.
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