Singapore Army under fire for DM pack targeting women with make-up and mirror

Army mail packThe Singapore armed forces have come under fire for what a gender equality advocacy group believes to be a sexist direct mail campaign to recruit women.

The mail pack for the Army Women’s Seminar contains make-up and a mirror.

The front of the pack reads:  ‘Discover shades of green that bring out the best in you’ next to an image of a make-up brush.

A post on the Facebook page of AWARE Singapore, which has been widely shared, reads: “Women, interested in a career with the Army? Quick, get out your eye-shadow palettes and pick your favourite shade of green, because that’s what will land you the job!”

Aware is planning a campaign to highlight the army’s use of make-up to target women, and has asked for help from its Facebook fans to conceive the idea for the campaign.

The front of the mail pack

The front of the mail pack

The Facebook post continues: “We want to let the Army know that make-up doesn’t stir our patriotic sentiments. Can you help us think of a creative, effective way to send them a message? The seminar is on the 14th of September, so we’ve to put our strategy together soon. Leave a comment on this post if you have a good idea.”

The Singapore Army’s ad agency Mandate has not responded to Mumbrella’s questions about the campaign. The Ministry of Defence was unavailable for comment.


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