In North Carolina, a provocative billboard has ignited protests this week, and rightly so. It’s 2017, not the 1950s, and both men and women are equally capable of supporting their families. This outdated advertisement suggests otherwise, prompting a local community to voice their dissent.
The Triad City Beat reports that the billboard, located on a highway connecting Greensboro and Winston-Salem, was purchased by an unidentified individual or organization, and is managed by Whiteheart Outdoor Advertising. The message displayed reads, “Real men provide. Real women appreciate it.”
Advertising company president Bill Whiteheart, who previously served as a Republican county commissioner, defended the billboard’s placement, stating, “The message is a paid message. We understand very well, I’m sure as you do, the Constitution of the United States, and it is a ‘freedom of speech’ type message where the parties that have paid for that advertising are conveying a heartfelt message to the public.” He also acknowledged the anonymity of the billboard’s sponsor, stating, “I have contacted them with regard to disclosure of their identity, and the response that I have gotten is that they will have a forthcoming announcement in the future.”
This raises a question: could the sponsors be aware of how unpopular and absurd their message is to most modern audiences, hence their decision to remain anonymous? Whiteheart maintains that his company does not accept advertisements deemed in “poor taste,” yet he believes this billboard does not fall into that category.
Mia Johnson, a local boutique owner in Winston-Salem, organized a Facebook event to protest the billboard’s message, while recognizing the rights of those who put it up. The event page states, “We are not protesting that the sign is capable of existing, or the people who put it up, or the ad agency, or the right to put it up. We are protesting patriarchy and sexism, and that this antiquated way of thinking about women exists at all. We are protesting the implied demand that women be silent and appreciate, regardless of whatever circumstances, their role as non-providers.”
Local resident Mark Stevens expressed confusion over the outrage, stating, “I would assume if you had a husband that loves you and appreciates you and showed it enough to carry your family and kids, that you would appreciate it. I don’t know why that would be offensive.”
However, this perspective overlooks the reality that many women are providers and that modern partnerships come in all forms. It’s crucial to consider the message we send to future generations. Are we teaching them that rigid gender roles are acceptable? In today’s world, a “real man” may take on caregiving roles, while a “real woman” may choose to work full-time. There are no set rules, and limiting these roles based on gender is not only outdated but also harmful.
While the billboard’s right to exist is protected under freedom of speech, so is the right to criticize its regressive message. “Real” individuals understand that both men and women can provide and appreciate one another equally. To suggest otherwise is not only ignorant but also damaging to societal progress.
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In summary, the billboard’s message has sparked necessary conversations about gender roles and equality in 2017. The protests remind us that society is evolving, and outdated views have no place in our current landscape.