Sigh. Another day, another brand fail.
In what seemed to be a good idea (to them) at the time, Standard Bank* recently tweeted the following:
"Here’s your credit card", followed by the hashtag #MakeAWomanSmilein3Words"
The tweet was swiftly deleted after some backlash, but that didn’t stop Twitter And Facebook users from calling them out.
@AN7Reporter Reading the #MakeAWomanSmilein3Words thread is just sad. Whoever came up with this concept should be fired. Stupid and sexist
— NB# (@nicbc123) February 9, 2017
#MakeAWomanSmileIn3Words: Here's equal pay.
— H11 (@iamhxlxn) February 9, 2017
#makeawomansmilein3words
— Its Ms Cleo to you ? (@the_cleof) February 9, 2017
Go bank elsewhere
Try another bank. #MakeAWomanSmileIn3Words https://t.co/148IlDrV66
— Rick-Rack Cadillac (@irCadillac) February 9, 2017
#MakeAWomanSmileIn3Words
— Cath ?????? (@cathjenkin) February 9, 2017
SMASH THE PATRIARCHY. https://t.co/mBHfx0n3Vq
We will persist #makeawomansmilein3words
— Samantha Perry (@samanthaperry) February 9, 2017
#MakeAWomanSmileIn3Words Don't be a-sexist-bank ? pic.twitter.com/7cm6auYi7n
— Joe Crann (@YesWeCrann) February 9, 2017
Why do most people think a woman needs money in order to smile #MakeAWomanSmileIn3Words pic.twitter.com/xYkFuFh0Dh
— Petru Saal (@petrusaal) February 9, 2017
If a bank can't even count 3 words how do you expect them to manage your money?
— Rick-Rack Cadillac (@irCadillac) February 9, 2017
In the meantime, Standard Bank has issued the following, pretty cool, apology:
#MakeAWomanSmileIn3Words
— Standard Bank SA (@StandardBankZA) February 9, 2017
Don't be sexist
Apologise when wrong
Learn from mistakes
We're sorry for our earlier tweet. It was in bad taste
Mistake? Yes. But the fact that brands still make "mistakes" like these with such regularity, speak volumes about how far we still need to go as a society to break down sexist stereotypes.
*W24 has contacted Standard Bank for comment and will update accordingly.