March 28, 2019 10:45 pm
Updated: March 29, 2019 11:29 am

Province under fire after ‘demeaning’ nurse ads on social media

One of the ads on Twitter taken down by the Manitoba Government showing nurses getting facial treatments.

One of the ads on Twitter taken down by the Manitoba Government showing nurses getting facial treatments.

Twitter/Manitoba Government
A A

The Manitoba government is pulling a series of advertisements aimed at recruiting nurses after one of the images was criticized as being sexist and patronizing.

The ads have been online since February and tout Manitoba as offering a work-life balance.

Story continues below

RELATED: Overtime hours increase 77 per cent in Grace Hopsital’s critical care unit

They depict nurses, still in uniform, doing fun activities such as hiking in snow or visiting an art gallery.

One ad used a stock photo of three women getting facial treatments at a spa, and a nurses uniform and stethoscope were photoshopped onto one of the women.

The ads were criticized on social media. Health Minister Cameron Friesen says the ads will be pulled.

“Yeah, this is … odd,” read a post on Friesen’s Twitter account Thursday.

“As minister, I don’t normally wade too far into advertising campaigns. However, I share the same concerns as everyone else does about the images, have ordered them removed, and will have internal discussions about next steps in the days to come.”

GALLERY: see screenshots of several of the ads

The Manitoba Nurses Union condemned the ads.

READ MORE: ‘Enough is enough’: Manitoba nurses rally against health care changes

“This is tone deaf and demeaning to women and Manitoba’s nurses, who are dealing with 16 hour workdays, record (overtime), and crushing workloads,” the union said on Facebook.

WATCH: Manitoba nurse laid off says province broke promise

© 2019 The Canadian Press

Report an error

Comments

Want to discuss? Please read our Commenting Policy first.