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ITF protest over “reckless” sexist advertising at Russian airline
8 July 2010
The ITF has criticised the use of provocative images of women cabin crew in a recent advertisement for a Russian airline, claiming it to be both exploitative and irresponsible.
The advert for Avianova airlines, a low cost domestic carrier that has its main base in Moscow, Avianova Airlines, featured female cabin staff stripping down to their swimsuits and washing one of the airline’s aircraft. It received numerous complaints from ITF affiliated unions.
In a letter to president of the company Vladimir Pavlovitch Gorbunov on 6 July, ITF civil aviation section secretary denounced the appalling commercial stating: “Clearly these kinds of images objectify women in a way that is exploitative. The ITF’s particular concern, however, is that the portrayal of cabin crewmembers as sex objects undermines their key safety role and diminishes the level of respect passengers are likely to have for their professionalism and competence. This applies regardless of the gender of the individuals involved.
”For this reason, the federation believes the decision to promote such images to have been irresponsible and reckless. This kind of initiative does not foster a positive aviation safety and security culture – instead it damages safety.”
He called on the company to end the ad campaign immediately.
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