Libra regrets any offence taken to our recent tampon advertisement. It was never intended to upset or offend anyone.
Independent research was undertaken and the advertisement was viewed positively during that testing.
Libra takes all feedback very seriously, and in response to this, we will immediately review our future position with this campaign based on the feedback received. There are no further advertisements scheduled in New Zealand.
The advertisement has not aired in Australia. The advertisement was placed on Facebook however this has also been removed.
The usual "We didn't intend to offend anybody" which is... like a given -_- They never do... that's the issue and reasons for people protesting, to educate the company and society that this IS offensive, and it's not okay. Generally, I dun think most companies or advertising agencies MEAN to be offensive, they think this is okay. And it's pretty obv that they weren't thinking at all about how this ad would look to trans ppl, or were even thinking about trans ppl or cross dressers or etc... they were thinking just of their target audience, and that this would be a funny way to appeal to "real" women. So in fact, lack of intent, makes the protest, petition and noise all the more important, b/c I mean if they INTENDED to hurt trans ppl I doubt yelling at them would change their mind, but this is about education and letting them know to think beyond cis ppl in the future :)
And I'm glad the ads have been pulled and that they haven't been aired v much as it was. :3 Yay! :D
Edit: Reading their "apology" again, I realized they didn't apologize at all -_- They said they regret offending ppl and then made an excuse about how wonderful the ads tested before... e_e But for practical reasons, they DID pull the ads and they DID say that they'd consider their position on these sorts of campaigns in the future, and they were probably scampering to do damage control in the first place, so... it is an acceptable statement and a good outcome. :)
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