German ministry under fire over 'sexist' bike safety ad

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Demands to halt campaign featuring model wearing a helmet and just underwear

An advertising campaign by Germany’s transport ministry to persuade cyclists to wear helmets has sparked accusations of sexism, as it features a model wearing just a helmet and underwear.

With the slogan: “Looks like shit. But saves my life,” the advert features a profile-shot of Alicija Köhler, a competitor in the gameshow Germany’s Next Topmodel, sporting a violet coloured helmet and a lacy bra.

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view The Guardian: World News
#cycling
#media
#gender
#advertising
#world news
#europe
#germany
#womens rights and gender equality