Outcome
To their credit, Jimmy Choo Ltd agreed to remove this offensive ad from all of their stores, all print media, and their website. They apologized and emphasized that they did not mean to offend.
A Jimmy Choo ad depicts a woman stepping on a man’s head as he lies prone on the floor. The ad both trivializes domestic violence and makes it appear that partner abuse is acceptable.
Working with Fathers and Families and Toni K. Troop, Director of Communications of Jane Doe Inc., The Massachusetts Coalition Against Sexual Assault and Domestic Violence, our supporters called and wrote Jimmy Choo Ltd's corporate leadership and asked them to remove the offensive ad.
Why This Campaign
The luxury shoes, clothing, and bags company Jimmy Choo Ltd. used an ad, which depicts a woman stepping on a man’s head as he lies prone on the floor, on their website, in print ads, and in many of their storefronts.
Jane Doe Inc.'s Toni K. Troop and I sent a joint letter to Jimmy Choo Ltd. Chief Executive Officer Joshua Schulman and Chief Creative Officer Tamara Mellon concerning the ad. We wrote:
As you know, domestic violence is a problem which cuts across all ethnic, geographic, gender, sexual orientation, and social class lines, and remains a significant problem in the United States. In President Obama’s October 3 National Domestic Violence Awareness Month proclamation, the president noted the prevalence of domestic violence and warned:
"The ramifications of domestic violence are staggering…Exposure to domestic violence puts our young men and women in danger of long-term physical, psychological, and emotional harm. Children who experience domestic violence are at a higher risk for failure in school, emotional disorders, and substance abuse, and are more likely to perpetuate the cycle of violence themselves later in life."
Unwittingly, your ad both trivializes domestic violence and makes it appear that partner abuse is acceptable. The man in the photo appears to be in fear and possibly in pain or even dead, and the woman pictured seems to be about to put her full weight on the man’s skull. We respectfully request that you remove this offensive ad from your websites and all store fronts as soon as possible.
Special Thanks
Toni K. Troop, Director of Communications of Jane Doe Inc., The Massachusetts Coalition Against Sexual Assault and Domestic Violence
Outcome
To their credit, Jimmy Choo Ltd agreed to remove this offensive ad from all of their stores, all print media, and their website. They apologized and emphasized that they did not mean to offend.