The campaign for real role models

the campaign

Pinkstinks runs small targeted campaigns, which aim to tackle the drip drip drip of messages coming from the media and marketing which affect children, their self-esteem, aspirations and body image.

Our most recent mini campaign challenged the Prince's Trust and its partnering with St Tropez tanning products on a so-called 'self-esteem campaign'. We considered the campaign to be confusing, damaging and ill-conceived. Featuring the once troubled Kelly Osbourne as its figurehead, Kelly was quoted as saying: 'Dancing with the Stars’ (a reality TV show) and having my first ever St Tropez spray tan was a huge confidence booster for me – it helped me to get fit and allowed me to look and feel beautiful from the outside, in. Moreover it also helped me to see that I can achieve anything if I put my mind to it, which was a huge accomplishment for me – I’ve never really been able to finish something I’ve started, and to do so feels amazing.'

In April 2010 The Prince's Trust withdrew its name from the campaign, which we see as a positive outcome for The Trust, its supporters and beneficiaries as well as a great achievement for Pinkstinks.

In March 2010 we tackled Sainsbury's and its sexist and outdated labelling of children's dressing up clothes. Many of our supporters had drawn to our attention the fact that doctors and pilots outfits were labelled for boys, and an array of princesses, a beautician and a 1950s nurses costume labelled for girls. Along with our supporters we embarked on a letter writing campaign to which Sainsbury's soon responded.

Customer director, Gwyn Burr, told Pinkstinks: “It isn't acceptable to suggest certain professions are the reserve of any gender. 
This is an error and one I am seeking to address ASAP. The new labels which will be non-gender specific will go on the next allocation of clothing, so will be in store from July.”

In December 2009 we launched our first campaign 'Early Learning Emergency' - directed at the 'pinkification' rampant in the Early Learning Centre. We see this pink signposting as limiting and stereotyped, as it pushes girls down particular aisles in toys shops, usually towards beauty tables, princess dresses and toys 'pinked up' and 'dumbed down' for girls - pink globes etc. While the ELC, which styles itself as a 'learning centre' was dismissive of our concerns, we gained international Press coverage in 43 countries, over 75,000 hits on our website, 10,000 new Facebook members  from all corners of the globe, from all age groups, from teachers, academics and most importantly from children themselves.

This campaign launched Pinkstinks into the public arena and has enabled us to continue to put pressure on other retailers and organisations.