A FLOORING COMPANY based in Crumlin has said its billboard featuring a photo of Caitlyn Jenner alongside the phrase ‘Fancy a Change?’ is a “celebration” of the trans community.
When Hamptons Floor Store shared images of the billboard on its Facebook page a number of commenters labelled it distasteful and transphobic. However, others saw the lighter side or described it as nothing more than clever marketing.
The ‘Get Laid’ hashtag has been used by the company in previous advertising campaigns.
A spokesperson has refuted claims the advertisement is transphobic.
Speaking to TheJournal.ie this morning, he said the billboard is “more of a celebration of the new Ireland that we’re in, given the passing of the (marriage equality) referendum – which we were very supportive of”.
The spokesperson added that Ireland is now a more equal place for members of the LGBT community, noting: “A lot of changes are being made in Ireland and it’s for the better.”
Earlier this year, a new law was introduced to allow transgender people to get a birth certificate that reflects their preferred gender.
A spokesperson for TENI – the Transgender Equality Network Ireland – disagrees. They told us: “Many trans people are upset and disappointed by this ad.
“After many years of lobbying by our community, Ireland finally legally recognised its trans citizens this year. In a more equal, inclusive Ireland we hope that businesses using LGBT people in their advertising will do so in a sensitive, inclusive way.”
Hamptons Floor Store’s intentions with this ad may have been good, but the execution is misguided and would have benefited from the input of TENI and the trans community.
The spokesperson added that TENI is “available to work with companies and businesses to help ensure that their practices, including advertising, are trans friendly”.
Hamptons has form in using their billboards to get people talking, this was their pre-marriage referendum effort:
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