Government Ads Anger French Feminists

Over in France feminists on Olympe have a bone to pick with a poster campaign from the French Agence nationale des services à la personne (a government agency set up to promote care services).

The ANSP has launched a campaign to encourage more people into the sector and the ad asks:

I found a job looking after kids or as a home help. Why not you?
J'ai trouvé un emploi de garde d'enfants ou d'aide à domicile. Pourquoi pas vous?

Describing their thinking behind the campaign the press release from the ANSP says:

The creative choice was clearly to highlight the human dimension of these professions through case studies demonstrating the pride of membership.
Le choix créatif est clairement de mettre en exergue la dimension humaine de ces métiers à travers des portraits démontrant la fierté d'appartenance.

To which Olympe simply says:

All very well, but it seems the human dimension is reserved only for women.
Très bien , mais il semblerait que la dimension humaine soit réservée aux femmes.

And just two days ago on Le féminin l'emporte -- another big womens blog -- commenters were none too pleased with yet another new government initiative featuring a white-clad pregnant Marianne.

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