The Bicycle helmet campaign by the Federal Minister of transport, Andreas Scheuer (CSU) with scantily clad Models, meets a lot of criticism.

Although the campaign speak to the right subject, said SPD parliamentary group Deputy Katja Mast of the “Passauer Neue Presse”. However, the implementation was “embarrassing, old-fashioned and sexist”. Half-naked women and men should not be with taxpayers ‘ money on posters banned.

The Ministry of transport wants to animate the campaign, which includes Videos, especially for the young people to Wear a helmet. It bears the title: “Looks like shit. But saves my life” – in German: “Looks like shit, but saves lives.” Among other things, the “Germany’s Next Topmodel”candidate Alicija.

the women’s political spokeswoman of the SPD parliamentary group in the Bundestag, Josephine Ortleb, reacted angrily: “It is neither women as objects, naked skin still needs sexism to make young people on safety in Cycling to the attention,” she told the newspaper. The example of Scheuers “Sex sells campaign,” show that the Federal government urgently need a gender equality strategy. The SPD member of the German Bundestag Manja Schüle, the campaign referred to also as a “deeply sexist”.

on Friday, Scheuers campaign in the network caused a lot of ironic comments – in addition to understanding, there was also a lot of criticism. The Ministry justified himself via Twitter. The main target group are young women and men who deceive for aesthetic reasons, no helmets. The first evaluation of the ratings – with 1.78 million viewers between 14 and 49 years of age – confirmed that “we have reached this target group very well”. Although one could understand the objections from various sides, but behind the subjects.


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Teodora Torrendo is an investigative journalist and is a correspondent for European Union. She is based in Zurich in Switzerland and her field of work include covering human rights violations which take place in the various countries in and outside Europe. She also reports about the political situation in European Union. She has worked with some reputed companies in Europe and is currently contributing to USA News as a freelance journalist. As someone who has a Masters’ degree in Human Rights she also delivers lectures on Intercultural Management to students of Human Rights. She is also an authority on the Arab world politics and their diversity.


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