Gabriela denounced the new promo campaign for Napoleon’s 15-year-old bandy, which has as a catch-phrase: "Nakatikim ka na ba ng kinse anyos?"
"This, the group pointed out, "is very offensive to women and girls" due to its double-meaning which insinuates that men are more admirable if they have tasted or sampled a young woman — a 15-year-old."
Gabriela said they have seen billboards of the product scattered in various areas in Metro Manila. Commercials are also being aired by AM stations.
In the radio ad, a wife confronts her husband after she finds out that he was lying about working overtime at the office, and that he was supposedly involved with a 15-year-old. But the wife was later appeased after being told that her husband was merely "involved" with the 15-year-old brandy.
"The Napoleon advertisement clearly capitalizes on the unequal status of men and women in the family and in our society. In doing so, it encourages and perpetuates a backward, decadent and macho culture that breeds violence and abuse of women and girls," Gabriela said in its open letter to the Advertising Board of the Philippines.
The group requested the Board to immediately dismantle billboards and pull out the radio commercials.
"We are enjoining your office, all the advertising agencies and media institutions to exercise caution, responsibility and gender sensitivity and take the necessary measures to safeguard the dignity of Filipino women and children," the letter stated.
In another development, Gabriela launched its "Blow a Whistle" campaign in its effort to break the culture of silence and put a stop to violence against women and children.
Gabriela president Liza Maza said abuse has become rampant, compelling the group to intensify its action by increasing awareness on women’s rights and to involve families and communities.
"The shrill sound that a whistle produces means "stop." It calls attention and can be used to deter harassment and violence," Maza explained.
In cooperation top advertising firm Ace Saatchi and Saatchi, Gabriela will soon come out with a tri-media ad campaign to advance the "Blow a Whistle" drive.
Ace Saatchi and Saatchi offered its services to Gabriela for free as part of its social undertakings. — Katherine Adraneda