STOP PORTRAYAL OF "NAUGHTY NURSES" IN THE PHILIPPINE MEDIA

18 January 2008


TO: ALL NURSING COLLEAGUES AND THE GENERAL PUBLIC


FROM: FJ BABATE, NATIONAL PRESIDENT, BETA NU DELTA


SUBJECT: STOP PORTRAYAL OF "NAUGHTY NURSES" IN THE PHILIPPINE MEDIA


This week saw the soft launching of "Winrox Bleach" to the Philippine market. But it carried a wrong message to the public. It depicted a scenario of "naughty nurses" selling a product.


While we believe that the marketeers' group is looking at this breach of marketing ads, we decided to comment on the wrong portrayal of nurses in public.


This "Winrox ads" linking of sexual images to the profession of nursing, in particular to the Filipino nursing, has further reinforced long-standing stereotypes. Even though the images are "jokes", the stereotypes they promote discourage practicing and potential nurses, foster sexual abuse in the workplace, and contribute to a general atmosphere of disrespect.


The exposure of sexy "nurses'" bodies for product promotion or in some cases, in films associates the profession with sex in the public mind. More so, it relentlessly pushes an overwhelming social understanding of nursing as "submissive" and "female."


However, we believe that this kind of broad societal disrespect will have an impact, and will be a factor in people avoiding and leaving our profession.


As an immediate solution to the above problem:


We urge the Winrox product manufacturer to pull out its "bad" ads immediately and subsequently, issue a public apology.


We at Beta Nu Delta Nursing Society will collaborate with colleagues and organizations to work for the desexualization of the nursing image across all sectors in our society. In particular, we urge:


- The Philippine Nurses Association to set up a special trust fund for the promotion and defense of the nursing profession.

- All the Filipino nursing organizations in the Philippines and abroad to come up with a respective public relations strategy aimed at creating a better image of Filipino nurses.