By Jos Truitt • @jostruitt • 13 years ago

Good job internets! PMS milk ad pulled

offensive PMS milk adAfter pretty massive outcry in the land of new media, The recent tired, offensive ad campaign for milk about how PMS sucks for men because it makes women total bitcas has been pulled.

As Lori explained when she covered the ads:

The ad campaign is conveniently called the “Everything I Do Is Wrong” campaign (hey, they named it, not me) and in it, the California Milk Processor Board plays off sexist and stereotypical tropes about women being irrational hysterical hormone-driven beings and men being meek, silly, fearful creatures subject to the period-filled whims of their “better halves”.

In a pretty clear example of how new media’s taken control of the ad campaign, the original website everythingidoiswrong.org has been replaced with gotdiscussion.org, which links to some of the web commentary. The site includes a half-assed apology which reads in part:

Over the past couple of weeks, regrettably, some people found our campaign about milk and PMS to be outrageous and misguided – and we apologize to those we offended.

Others thought it funny and educational.

It has opened up a topic that affects women, of course, but also relationships.

Nice try dairy juice pushers, but that “also relationships” thing? You’re kinda missing the point.

In any case, this is another win for the feminist internets, which is building up quite a track record of impacting how products are sold to us.

Boston, MA

Jos Truitt is Executive Director of Development at Feministing. She joined the team in July 2009, became an Editor in August 2011, and Executive Director in September 2013. She writes about a range of topics including transgender issues, abortion access, and media representation. Jos first got involved with organizing when she led a walk out against the Iraq war at her high school, the Boston Arts Academy. She was introduced to the reproductive justice movement while at Hampshire College, where she organized the Civil Liberties and Public Policy Program’s annual reproductive justice conference. She has worked on the National Abortion Federation’s hotline, was a Field Organizer at Choice USA, and has volunteered as a Pro-Choice Clinic Escort. Jos has written for publications including The Guardian, Bilerico, RH Reality Check, Metro Weekly, and the Columbia Journalism Review. She has spoken and trained at numerous national conferences and college campuses about trans issues, reproductive justice, blogging, feminism, and grassroots organizing. Jos completed her MFA in Printmaking at the San Francisco Art Institute in Spring 2013. In her "spare time" she likes to bake and work on projects about mermaids.

Jos Truitt is an Executive Director of Feministing in charge of Development.

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