It sat there largely unnoticed for months: an advertisement (unintentionally) acting as an eerie metaphor for the abhorrent act of violence it represents. In other words, most of us didn’t even realize it existed right under our noses. Ironically, it wasn’t until this combustible marketing ploy by Fluid Salon was exposed by an East Coast blogger that Edmontonians took notice of (and took issue with) what had been planted in our own backyard.
Within 24 hours, salon owner Sarah Cameron and her creative consultant Tiffany Jackson faced a firestorm of public criticism for an ad campaign described as “disgusting,” “deplorable” and “classless.” Supporters of Cameron and her salon, in turn, called those criticizing the photos “douchey and ignorant,” “haters” and “utterly brain dead.”
I won’t soon forget the moment I first saw the imagery and the sick feeling I immediately felt at the core of my being. I was blown away at the apparent insensitivity and ignorance displayed on a number of fronts. My first inclination was to post the photo to my facebook page, declaring “this might be the worst ad campaign I’ve ever seen in my life.” I also encouraged my friends and colleagues to boycott Fluid Salon (and continue to do so).
After several hours, Cameron and Jackson officially responded to the controversy they’d cultivated. That’s when the (photo) shoot really hit the fan.
“We keep tailoring everything because everyone is getting so sensitive,” Cameron told the Edmonton Sun’s Jasmine Franklin. The entrepreneur stayed consistent in her unabashed defence for the inflammatory photo, telling a CityNews cameraman, “Maybe people should stop hiding behind their computers and actually go do something.”
Several hours later, the twosome piped up again. This press release – FluidPressResponseFinal - emailed to several broadcasters (including myself) read, “Media’s energy and time may be better spent boycotting dangerous areas, gangs, guns, other street weapons, or a sick justice system, which unfortunately is still sadly lacking when it comes to punishing abusers or any kind.”
The release continued, “If survivors of abuse interpret this ad to make light of any abusive situation, we sincerely apologize, that was never our intent as there are people that worked on this campaign who are survivors of abuse. To the rest of you who this has so deeply affected, we truly hope you do something to help stop domestic violence. Truly honor the survivors that you are standing up for. Unfortunately boycotting a hair salon will not accomplish this.”
Snideness aside, Fluid Salon’s argument is flawed. In reality, boycotting a business that displays gross errors in judgement does accomplish something. In a free market, consumers hold the ultimate power. The cash in your pocket speaks a language any entrepreneur can understand. When those dollars start to dry up, business owners take note…whether they want to or not.
Creative consultant Tiffany Jackson (co-creator of the Look good in all you do campaign) went even further, publishing this note on facebook. In it, she writes, “Yea that’s right I’m talking to you Ryan Jespersen from Breakfast Television and other select reporters and journalists who in my opinion use a platform that they were blessed with to gain ratings and make more money…if you really wanted to do something about stopping domestic abuse it wouldn’t start with rounding up the pitchfork carrying masses and getting them fired up to boycott a hair salon. In fact it’s probably the last place you would start.”
Gain ratings? Make more money? Apparently my public stance hit home. The problem for Jackson, again, is that she’s way off base. Nearly twenty years ago, I watched my first junior high school crush, a beautiful young soul and dear friend with the brightest eyes and most enchanting smile, lowered into the ground in a casket. At just 14 years old, she stopped showing up at our school amidst rumours she had fallen victim to a drug addiction. Involvement in the sex trade wasn’t far behind. By her 16th birthday, Jennifer had been declared missing. Months later, her broken body was discovered on a rural construction site. Her murder remains unsolved.
That, Tiffany Jackson, is when I started to want to do something about stopping domestic violence. It’s what prompted my past involvement with Vancouver’s Youth Extreme outreach group, geared toward young residents of the city’s downtown Eastside. (Ever talked to a young teen about taking punches from dad so mom can have a break?)
It’s part of the reason why my wife Kari and I have hosted the semi-annual #yeghelp fundraisers in Edmonton, raising thousands of dollars for the La Salle Women’s Shelter (via the Royal LePage Shelter Foundation). (Ever spoken with a woman forced to flee her home, terrified children in tow, with nothing more than the resounding realization that she’ll die if she stays?)
It’s partially why my BT co-host Bridget Ryan and myself were proud public supporters of the recent White Out Domestic Violence campaign organized by City Centre Mall. (Ever heard a front-line worker lament that the majority of us still don’t realize the extent to which domestic violence poisons our general population?)
I’ve had other experiences that have influenced me along the way. Years ago, I sat with a close friend as she filed for a restraining order from a verbally abusive boyfriend. Working as a news reporter in Red Deer, I covered an emotional fatality inquiry after Josef Fekete, a husband and father with a long police history of domestic violence, shot his wife and 4-year-old son before turning his shotgun on himself.
I didn’t need a cheap, insensitive and poorly-executed hair salon ad campaign to put the reality of domestic violence on my radar.
I can handle criticism. It’s all part of having a public voice. What I can’t handle (and refuse to ignore) is the way Sarah Cameron and Tiffany Jackson have handled this public relations nightmare.
We’ve been told we’re not smart artistically-aware enough to “get” what the ad is supposed to say. We’ve been told we’re evaluating the photo out of context (you can view other images from the series here and here). We’ve been coyly reminded we don’t know the woman’s black eye came from anything other than rock climbing or some other form of physical activity. We’ve been made aware at least one of the contributors to this ad campaign is a survivor of domestic violence. We’ve been told the campaign was designed to prod the public toward greater awareness from the start.
This is where everything unravels. Several excellent arguments (like this and this and this and this and this) have been made against the concept itself. Public relations professionals, publishers and outreach workers have expressed absolute disbelief at Fluid’s corporate response. Allow me to tackle a couple key points:
Had this ad truly been designed to spur sober thought and discussion from the beginning, why was a behind-the-scenes photo from the original shoot posted on Fluid’s official facebook page with the caption, “Hottest battered woman I’ve ever laid eyes upon”? Why did the male model featured in the campaign respond to compliments on “how well (he) played creep” by writing, “Ha, what can I say? Some thing (sic) just come naturally” (prompting a “hahaha” from Fluid owner Sarah Cameron)? Why wasn’t this ad campaign tied to the Alberta Council of Women’s Shelters (or another worthy partner) from the beginning with some sort of discernible call to action? Sure, Cameron vowed this morning to donate revenue from any customer who references the ad to domestic violence awareness. Why wasn’t this the plan from the moment the photos were first posted in February?
I won’t even dignify the ludicrous initial suggestion we “don’t know where her black eye came from.” Aside from being a complete insult to our collective intelligence, such a diversion from the obvious contradicts the deep and meaningful intent the campaign’s creators claim to have been working with. Either Fluid Salon meant to take on a hot button topic like domestic violence (and prostitution, for that matter, based on another photo in the series) or they’ve got the most painfully-naive creative team in Canada. Even a rookie PR staffer would understand the importance of a) being able to explain a controversial promotional endeavour or b) recognizing when your corporation has crossed the line and issuing an immediate, unconditional apology and retraction.
“It seems as though the subject matter and photo series itself is accepted by people if it wasn’t an ad,” wrote Cameron in her own facebook post just hours after issuing the above press release. Bingo. That’s because, as McRobbie Optamedia ad man Jon Manning tweeted quite accurately Tuesday afternoon, “It’s not art. It’s art for the sake of commerce. Advertisers are held to different standards than artists.” In a follow-up phone call, Manning elaborated, “As advertisers, our power is evidenced through our ability to influence others. To me, that’s something that shouldn’t be taken lightly. There’s a great sense of responsibility that comes with that.” That’s why companies don’t touch on slavery, abortion or terrorism in ad campaigns. Artists, meanwhile, are free (and encouraged) to explore these and other contentious topics. Advertising is designed to increase customer base and revenue. Art, in its purest form, is a tool to increase awareness, discussion and the like.
When I tackle a controversial issue on Breakfast Television, the strength of my conviction only justifies me sticking to my guns to a certain extent. If 95% of public opinion is passionately planted on the other side of the argument, I’ve got some serious soul searching to do. If I perceive that I’m perpetuating pain for victims of a social ill, basic humanity suggests I swallow my pride and take a few steps back.
Had the Fluid Salon team responded to this international attention differently, we’d have a whole different story on our hands. Something as simple as, “Our intentions were pure but our campaign was misguided and/or unclear. We apologize to anyone we may have offended and have withdrawn the ads in question” would have sufficed. Instead, a disturbing, divisive chasm now exists in our city between those sticking up for victims of violence and those sticking up for a small business owner and/or friend. No matter who you align yourself with, I’m sure that’s miles away from what Sarah Cameron and Tiffany Jackson originally envisioned with Look good in all you do.
This will be my final public statement on this topic. Cameron and Jackson were offered a segment on Breakfast Television and declined. We can only hope they come to their senses and do the right thing…looking good along the way.
rpj.
Thank you Ryan for so clearly and effectively putting into words what many of us are feeling. How stupid do have to be? I don’t have a PR degree and know how utterly unacceptable this ad is. Just another example of the dumbing down of our society. How sad.
August 30th, 2011 at 3:54 pmLove it – well said. I would love to be involved in the work you do to help those in need – as a performer or volunteer at events. I would be willing to approach Citie Ballet about contributing as performers as well if that sort of thing is appropriate or called for. Let me know.
August 30th, 2011 at 4:00 pmThanks, Ryan. Much appreciated.
-Jerry
August 30th, 2011 at 4:33 pmRyan, keep up the great work on the issue of domestic violence, it’s simply unacceptable.
August 30th, 2011 at 4:44 pmVery well said.
August 30th, 2011 at 4:54 pmI think I too will have to boycott fluid salon. I was shocked and disgusted at the sight of the ad. as if there isn’t enough violence in the world already.
August 30th, 2011 at 4:58 pmThank you Ryan, for putting so eloquently what the rest of us have been trying to scream from our tiny soapboxes. Well said!
August 30th, 2011 at 4:59 pmWell said, Ryan!
August 30th, 2011 at 5:30 pmFirstly Ryan thank you for championing this.
August 30th, 2011 at 5:37 pmI think the owners of Fluid need to realize there is a massive difference between controversial art and advertising your hair salon. But then again it is not abnormal for Edmonton’s fashionista faux whyte ave art scene to act pretentious, apathetic and downright over the top to buck our conservative Albertan stereotype.
As for the people who say that those who object to this ad are “douchey and ignorant,” “haters” and “utterly brain dead” I need to remind them that we are not talking comedy or parody, we are talking about trivializing domestic violence in an attempt to come off as edgy and hip. It is tasteless.
Glamorizing, yes glamorizing a woman with a black eye getting an apology gift from her abuser is beyond redemption. It is neither funny nor an effective marketing strategy. It is in the category of poor taste and frankly the salon should pull the campaign and admit they made an error in judgement publicly.
Domestic violence is not a joke, and you would think a salon pandering to women would be smart enough to acknowledge this in a marketing campaign.
Thank you Ryan! Thank you for standing up for the victims of violence, the people opposed to this ad campaign and violence, and for your profession. These ladies cannot possibly think this could be good for business, and may have lots of “quiet” time to sit and reflect on their poor excuses, and their attacks on the people opposed to this tasteless form of advertising. They may need to dig hard to get their business back on track — might I suggest danijohnson.com? She’s a great business and life coach commanding morals and good judgement ,which they apparently lack at this time! Apologize ladies and get heavily involved in the battle against violence, or lose business — it’s that simple.
August 30th, 2011 at 5:40 pmI have a degree from the Alberta College or Art and Design for Visual Communications and I was also a victim of an abusive husband. From both sides of the coin, this ad is disgusting. I also find that the owner and this Tiffany AKA, Buffy or Princess’ response to be childish at best. Get it through your bleach blonde died heads. The ads ARE offensive. ALL of them and if it was your intention to raise awareness, then your logo and address should not be splashed on the bottom. Perhaps if Tiffany and Sarah where victims themselves they would have a lot more understanding in just how truely disgusting these ads really are. These ads say: It’s ok for a woman to be degraded by a senior man staring at her ass while she poors tea, because you will look good! It’s ok to be homeless and be portrayed as a hooker because you will look good! It’s ok to load a body into a hurst because you will look good! It’s ok to sit on a wrecked motorcycles because your too dumb to not crash the bikes, because you will look good! And my favourite!!!! It’s OK to be a victim of ANY kind of violence because you will LOOK GOOD!! You best be learning how to apologize girls because you will loose business along side your dignity.
August 30th, 2011 at 6:15 pmCouldn’t have said it any better Ryan. Well done!
August 30th, 2011 at 6:44 pmExcellent post, my friend.
August 30th, 2011 at 7:11 pmThank you Ryan ! You are the man …
August 30th, 2011 at 7:14 pmVery well written Ryan! You articulated yourself clearly. You showed once again that you are quite capable of defending your position in a well thought out way as opposed to the narrow minded, disjointed mud-slinging that is coming from the other side.
They sound like spoiled little kids who have never learned to say “My bad/I’m sorry” because society has told them repeatedly that its not their fault. Well this one obviously is their bad….the only semi-humorous side to all of this is the amount of “crap” that must be lodged in their eyes to keep them from seeing just how stupid they are being. Even just from a business point of view, this cant possibly make sense on any level to them!? There IS such a thing as Bad Publicity!
August 30th, 2011 at 7:25 pmVery well said Ryan. The only downside to people like you and me and all the others who have been talking about this very distasteful ad campaign is that I think we inadvertedly have given them what they wanted all along – free advertising.
August 30th, 2011 at 7:30 pmRyan,thanks for providing the background information on your experience with domestic violence. Ms. Cameron really made me cringe when she pleaded with everyone to “stop hiding behind their computers and do something about it”. Really nice to know there are good folks like you (especially those in the media) “doing something” about it.
Bravo!
August 30th, 2011 at 7:35 pmWow… so, so proud of YOU.
August 30th, 2011 at 7:38 pmThank you for the coverage, Ryan. The salon’s defense of their ad is ridiculous, and their dismissal of people’s concerns is underhanded and despicable.
August 30th, 2011 at 7:44 pmGreat job Ryan. I saw the ad this morning and fell over at the insensitivity and selfishness of the salon. As a small business owner myself, we should work with our community and not against it as this salon seems to be doing. Foolishness. Absolute stupidity. Glad you spoke up as someone needed to take a stand. Great job.
August 30th, 2011 at 7:54 pmRyan good for you! I am proud of you. As a woman who spent half of her life being abused and fighting abuse and helping those who are STILL being abused your post gave me shivers. You stated your thoughts eloquently and with great clarity. You are a good man. Keep up the good work.
August 30th, 2011 at 7:59 pmRyan, I find the Fluid ad campaign to be ill considered and in poor taste. I have never been a customer of theirs nor do I plan to be so in the future. However, I am offended by your request for the public to boycott this business. I sincerely believe that you cross a professional boundary here. If you choose to not use the services so be it, but I feel that your request of the public demonstrates poor professional judgement on your part.
August 30th, 2011 at 7:59 pmThank you for a very well written and honest commentary on this specific, current event, Ryan. But, more importantly, thank you for taking the time to pen some passionate words that will only serve to help promote true heroes in Alberta – Lurana Emergency Women’s Shelter, Royal LePage Shelter Foundation, White Out Domestic Violence, Youth Extreme, and the victims of violence themselves.
Often, I find, we are given stories about things that should make us angry as a society. Stories such as the one about the salon owners who made some horrifically insensitive and uninformed decisions about an ad campaign in an effort to be risque. What I sometimes find with the media is that they sell us the shock value (”Look how awful, Everyone is angry, Be angry”) but they don’t also give us, in the same breathe, positive examples in our community of people doing good. If they did, we would have an outlet for our frustration. Instead of just saying, “That’s Awful, I’m Angry,” you remind us to turn around and applaud the organizations and individuals in our community that stand up for victims and those in need every hour of every day.
So, as much as I find the behaviour of these salon owners to be misguided, heartless and ill-conceived, I am going to choose to focus on the fact that you only named two :bad guys” in your article while you named at least 10 positive organizations, individuals, and causes for me to be proud of.
So, the morale of my story? We should all consider how much time and energy we spend being angry and feeling disgusted with stories like this and take all of that power and turn it around…into something bigger, more meaningful, more constructive…
August 30th, 2011 at 8:07 pmIt’s the shame that has frosted Fluid’s lenses and the pride that hides the honesty! Well written Ryan!
August 30th, 2011 at 8:17 pmI have even more reason to like you Ryan and even though my ankle is a little tender I may again walk in Heels for women who need support. Thanks again for your incredible Blog.
August 30th, 2011 at 8:24 pmRyan, well well said. I can not believe the utter ignorance of Fluid Salon. Sometimes the best offense is NOT the best defense. I was prepared to give the benefit of the doubt until they kept talking and talking. Definitely a mistake on the part of fluid.
August 30th, 2011 at 8:26 pmAs for the boycott, let’s face it. We are adults and can make our own decisions and will make our own decision to boycott or not. I gave the benefit of the doubt until Sarah and Tiffany started talking. And now, I will boycott their salon.
They definately belong to the new entitlement society(supporters of add)
August 30th, 2011 at 8:36 pmGreat blog Ryan.
August 30th, 2011 at 8:37 pmEdmonton is lucky to have great citizens like you who have a voice that is heard by many. I think it is great that
you use this voice to bring awareness to not only the problems and injustices in the city, but the great people and organizations that are fighting them to make this city a better place for all of us.
Thank you.
Bravo
August 30th, 2011 at 8:45 pmThanks for being a role model for many young men who are looking at making a difference in journalism and media. I am proud to have started watching BT before this incident, and I will continue to support you all.
@trevorboller
Very well written Ryan. I applaud your willingness, courageousness and politeful tact in taking a stand against these two delusional ‘entrepreneurs.’ Unfortunately, they’ve received more media and public attention than deserved. Actions speak louder than words however with their poorly planned retort to the public’s outcry, I’m quite certain it’s too little, too late.
August 30th, 2011 at 8:51 pmWell done, rpj, you have not only provided an insightful essay into why consumers should be disgusted but also flanked us with ways we too can dig in and dig out of our comfort zones, to just simply be there for someone who needs help.
August 30th, 2011 at 9:02 pmWow, well said Ryan. I have to wonder if they’re so embarrased by this reaction that they can’t bear to swallow their pride and apologize. Hoping (betting) it will all just blow over?
August 30th, 2011 at 9:03 pmSTELLAR. Thank you for all you do. For the record, I have officially complained to the Canadian Ad Standards. I will keep everyone posted on the outcome.
Expertly written piece Ryan – xo
August 30th, 2011 at 9:10 pmMy stomach is still turning after just seeing the ad for “FLUID”. As a child, I grew up in a home where domestic violence was prevalent; I can remember being so frightened and anxious as a child. Afraid to go to sleep at night for fear of what I would wake up to, afraid to get up in the morning to a quiet home for fear my mother was dead, afraid to do anything that might insight violence in my home. I also remember that as young as seven years of age, I prayed that I would just go to sleep one night and never wake up.
I have devoted much of my adult life to volunteering with different organizations throughout Edmonton and area that are working to find solutions to domestic violence and the exploitation of women.
Over a lifetime of volunteering and advocating for women’s rights and being the mother of three daughters; I am completely appalled that Sarah Cameron and Tiffany Jackson haven’t got the sense they were born with, to see this type of wanton debasing of women and their safety as “creative” advertising.
Give your head a shake, ladies. I would dare to say that someone in your “circle of friends” is facing some kind of domestic violence and has not yet found the courage to seek help, are ashamed that this is happening to them and are feeling the overwhelming despair.
I do hope that never in your lifetime do you suffer at the hands of a loved one. Once you are witness to this heinous act or are a victim there is no way that you could not think your “marketing ploy” is anything less than heartless, insensitive and tactless.
August 30th, 2011 at 9:33 pmThank you Ryan for your words and all of your hard work! Violence towards women in any form is not something to be glamorized or tossed about lightly to further business profits. There is potential that every woman could be touched by violence and not speaking up about this ad campaign in particular would be a crime.
August 30th, 2011 at 9:39 pmSo Sorry to hear about your friend from many years ago…very sad! I am sickened by this Garbage Advertising and you have my support with the Boycott!! Thank you for speaking up about this!!
August 30th, 2011 at 9:45 pmSuch a truly well-written piece and I have posted it to my personal Facebook page. I hope others read it and think more critically about this so-called artistic advertising campaign and how inappropriate it is.
August 30th, 2011 at 10:04 pmGreat commentary.
Even if the small business people argue for their freedom of expression or art, that does not answer the main issue of the ad being offensive.
Most of us can still defend their freedom of expression and say this is in bad taste. I defend their right but am offended by the message nonetheless.
We don’t need to ban offensive speech, we can all decide what to say about it and where to get our hair done.
August 30th, 2011 at 10:13 pmThis ad was an amateurish attempt to try to be controversial. There is no question that controversial advertising can be good for business, but unfortunately Cameron and Jackson seem to be oblivious as to what their ‘art’ is implying.
There was no question in my mind that the implication in the photograph was that the man was the abuser. A late friend of mine told me that from her personal experience, it is common behavior for some abusers to give gifts to their victims to ‘make up’ for the abuse. Sometimes they will give jewelry. It’s also not unheard of for the gift to be used an ominous warning of the abuse that comes later. The implication is clear. He is the abuser.
To then use the tag line implying that whatever you are facing, your goal should be to have a great haircut, is so far off base it boggles the mind.
I’m not posting this in an attempt to pile on to their discomfort. I just think the decision makers at Fluid Salon are seriously in over their head.
Art for art sake is fine, but when it speaks for an entire company, it’s much more serious. It needs more thought with regard to the actual message, and its impact.
August 30th, 2011 at 10:54 pmDear Ryan,
August 30th, 2011 at 11:03 pmI am firmly in full support of your stance. Thank goodness a higher profile media person, such as yourself, is not afraid to speak up. I am NOT offended by your courage and action – in fact, I highly commend you for so boldly “encouraging others” to support what they believe in AND also to take action against what they (we) are opposed to. I would …never…..go to, nor support this salon. Truly. A big thank you, to you, Ryan.
***Karma is such an amazing, weird and wonderful thing > what goes around/comes around.***
The reason why it IS defensible as art is because the art world and the advertising world have come together so closely, that the line has been blurred to the point that it simply doesn’t exist anymore. Someone who wants to be an artist and make a living at it HAS TO work in a field like advertising. There is no other way. People don’t go to galleries to see art. Why else would most of them be supported by the government or sell paintings for you to hang in your office that may look pretty but say nothing?
If it were simply a photo hanging in an art gallery, no one would see it. It would be easy to ignore. But as advertising, it is subversive. It demands to be looked at and discussed. This ad says something and for that reason alone, it is more important than any number of Thomas Kinkades. It is controversial, but there is plenty of other good art which is as well. I mean, I don’t hear you calling to boycott record stores because they might happen to carry Anal Cunt or GG Allin records. And these are artists with songs like “Kill Women”, “I Became A Counselor So I Could Tell Rape Victims They Asked For It”, “Kill Thy Father, Rape Thy Mother”, and “I’m A Rapest” (his spelling, not mine).
This is low-hanging fruit in every sense of the word.
Boycotting a salon, which is well within your right to do so, accomplishes nothing. It is feel-good slacktivism. It makes you feel as though you are doing something by sitting on your computer and acting high & mighty. But in reality, you’re not changing anything at all.
I could really go on and on about this, but I think I’ve said enough for now.
August 30th, 2011 at 11:58 pmThanks for your words. The attitudes of women toward other women can be far more damaging than men’s attitudes towards us. The women of Fluid exploiting battered women to make money is the most disgusting thing I’ve seen for a long time.
August 31st, 2011 at 12:25 amNicely put Ryan, it brought tears to my eyes.
August 31st, 2011 at 2:02 amTo all you hater have you ever though that she might have got this black eye from doing sport?
August 31st, 2011 at 2:26 amQuit being so judgemental and get real.
Thank-you, Ryan! Well said. The ads are horrible but it is the response from the Fluid people that angers me the most. When people have clearly made a mistake why can’t they just admit it, apologize and ask for forgiveness.
August 31st, 2011 at 4:57 amThis ad is by far the worst thing that has happened to this world since 9/11. All the genocide in the world couldn’t dwarf the negative implications this advertisement has brought fourth. I don’t care how many children are starving and dying from preventable disease around the world, NOBODY should EVER have to look at advertisements like this. It is absolutely the worlds most important topic and I for one won’t sleep until this salon is burned to the ground. May we never glance at billboards or surf across pictures of anything but balloons and puppies for the rest of our overly sensitive, too much time on our hands future. (It’s an advertisement people, have a look and get on with your life. If you don’t have one, go get one)
August 31st, 2011 at 6:22 amI am a customer of this salon and a sister to a woman in a very abusive marriage and i was not offened by this. You all need to look at why you are really “offended” becuase it seems like the only reason you are is becuase someone is telling you to be. If this upsets you so much then use your energy to help women sufferering from domestic violence because they are often ignored and treated poorly by the justice sysyem. My bother-in-law got probabtion for breating my sister up for hours in front on my neice, now THAT is offensive! Lets do something productive with our time people.
August 31st, 2011 at 6:45 amGreat response Ryan, you clearly outlined where they went wrong, and why the majority of people are offended or simply confused as to why they a) put this ad out in the first place and b) are defending it like they are. Thank you for highlighting all of the issues.
August 31st, 2011 at 8:04 amThank you Ryan. This is, I think, the best response I’ve seen. I too, have known far too many women who have lived through this, both in my personal life and in my professional life – as so many of us have. We either know that woman sitting on the couch or we are her. And that’s why this is so wrong. I see that ad and I think of one woman I knew who sat on a chair in group and told us of the beating she just took on the way out the door and vowed that it was ‘one of the last times’ it was going to happen. That’s who I see on that couch.
August 31st, 2011 at 8:18 amAnd thank you for your comment about boycotting. The owner of the salon says that boycotting will not do anything to help the problem but, as you say, it actually will. I am so pleased about the resounding outrage about this campaign because images like this are so present in our society and are very rarely noticed, as if it’s normal to see pictures of women being abused and victimized. It’s not okay to show that as normal or glamorous. So yes, i agree that calling out and boycotting any business that uses this kind of imagery is a good thing to do because it addresses the larger question of whether we accept violence in our society or not.
Just wanted to say BRAVO! As a public relations professional and having been in an abusive relationship, this ad campagin appauled me. This ad didn’t bring me awareness of domestic violence/abuse…in my personal opinion, it trivalized and glamourized it – that’s what I find appauling…along with the responses and conflcting details in the responses.
August 31st, 2011 at 8:26 amInteresting, but my perception of why this add was offensive is different from it being about domestic violence. from a glance, I thought the advertisers were portraying the woman as a household Dog. The way her eye was “patched” and her hair like ratty fluffy Dog ears, and her stance perked up like she were ready for her walk…, and the man holding something in his hands like it were a leash. Advertisement has been demeaning and degrading to women for years. I’m glad this one got some attention to how , or why advertisements can minimize the humanity of a woman or person. Is society dumbing down? Do we now just look the otherway because it is what we are used too? When Humanity is no longer sacred I think we have an issue. There is a line between being able to laugh at ourselves, and mocking the very essence of what or who we are. When we do the latter we rob ourselves of dignity and self respect. Asking Advertisers to stop, is perhaps like standing up to the bully who is beating on our kid sister.
August 31st, 2011 at 8:32 amHi Ryan,
You hit the nail on the head with this one. I really appreciate how clearly you articulated everything that we’ve been following over the last couple of days here.
As a PR professional, I’m saddened and outraged by how Fluid’s representatives have positoned this campaign, dismissing their critics as haters without valid complaints.
August 31st, 2011 at 8:53 amI find it completely amusing that Fluid’s apology hides behind the all-purpose forcefield of “we just wanted to start some discussion.” Now the owners are furious because they succeeded, only the discussion isn’t going their way.
Let’s turn it back to Sarah Cameron this way: if YOU were truly concerned with helping women, you could start by ending the precarious nature of the employment at your salon. If Fluid is anything like the Davines salon system, it’s a work arrangement in which the salon artists (who are mostly women) have to rent time from the owner and be total “yes people” or have their hours cut. Many salons and chain salons work like this. Rather than a traditional employment relationship, salon workers work as “independent contactors” like couriers and taxi cab drivers and “rent chair time.” Really, not a lot different than McDonald’s or Starbucks.
Maybe this arrangement works for some of the women who work there now, but we know salon workers for whom it’s been unnecessarily arduous. And it contributes to more women having precarious employment. Overall, it’s a disempowering job relationship for most people who come to occupy it. I find myself not even being able to call for a boycott to Fluid because of its effect on the workers, who likely had no say in the ad, rather than Cameron herself.
Regarding the ad itself, no one has to apologize for being concerned about this ad, especially when so many of the complaints come from people who actually do work in positions of helping women in abusive situations directly.
I think one more thing can be said about the direction of this campaign, and that’s about its claims of being art. I’m always amazed that people who make campaigns like this, especially in the fashion world, hide behind the forcefield of “edginess,” when the edginess and transgression all goes “one way,” and therefore isn’t really all that edgy. The transgressive edginess thrives on saying “women are objects (at least in this ad), even though we’re not supposed to think of women as objects.” This transgression is so normative that it almost isn’t transgression at all, hence why it’s unsurprising that people didn’t really notice this ad at first. But you never have a fashion ad with someone, say, beheading Stephen Harper or inserting objects into themselves or doing truly non-normative behaviour. Just “any” transgression would actually hurt the image of the thing being advertised, or cause people to say “what does this have to do with getting my hair cut?” It goes to show that fashion really relies upon stock tropes, imagery and narratives, even in its self-proclaimed transgression and edginess. That’s not new – all imagery and narratives do this – it just can’t pretend to be especially daring.
August 31st, 2011 at 9:14 amThank you Ryan. And thank you to all the men who have posted here in support of women who go through this horrific experience. I can see the change in society since I was a young girl trying to change public opinion about violence against women. Back then (and I’m speaking of 30 years ago) men would not step forward to publicly support women and most often they would make jokes about it. I love to see the change and it gives me hope for the future…it can only get better. As for the two women at Fluid that thought this was appropriate, they have not even put one foot in another woman’s shoe.
August 31st, 2011 at 9:20 amI couldn’t have said it better myself. Thank you Ryan.
August 31st, 2011 at 9:34 amI agree with your points entirely- an advertising campaign is not art. It is marketing, so as you say, the consumer/customer is right and apologies should have been made. The mistake in this case was obvious.
As a woman I have been deeply offended by the American Apparel ads, which are more suggestive sexually than this campaign, but are equally disturbing, hinting at underage hotel sex (in great clothes). I have boycotted any publication that uses their ads. Blech!
August 31st, 2011 at 10:49 amI didn’t really follow this story to closely until the last few days but I can say that her and her team have definitely mishandled the campaign and the controversy that has arisen. As someone who knows Sarah, and has been to her Salon many times in the past, I can definitely say that she’s not only good at what she does, but she’s a genuinely good person. Hopefully the fiasco will only draw more attention to the issues of abuse, and she can learn and grow from all the (reasonably) negative media exposure.
August 31st, 2011 at 10:59 amGreat article! Thank you for the articulate response to the incredibly immature self centered responses from the Fluid owner and creative consultant. It hit it on the head why it’s so infuriating to see all the replies; domestic violence isn’t edgy, it’s not hip, and their replies don’t say ‘we wanted people to talk about this ad’ they are ’sorry if you are too stupid and lame to get our greatness’. It’s great that if anyone looking them/salons up on google will see all of this and hopefully choose another business to support.
Somewhat related, I once had a black eye from sports, and my boyfriend sure as heck didn’t buy me a necklace, he avoided going in public with me because he got the most evil looks from people that saw my face (he is a big guy).
August 31st, 2011 at 11:19 amHi Ryan,
It’s been a very interesting couple of days watching the response to the very demeaning ad campaign from Fluid Salon. Yesterday morning, I watched BT in the morning and listened to Ryan reading the viewers’ responses. Last night, I listened to Paula Simons on the Rob Breakridge show on 630 CHED and again felt my disgust and anger towards this advertising validated and supported. When I first responded on twitter, my comment was: “Many messages in picture: Anorexic model-negative body imaging; Necklace or noose? Power-over image, I could go on.”
Ryan and Paula have blogged and responded very eloquently to the ads, not over-reacting nor in a manner that is disrespectful…but in a way that is forthright and honest that addresses the truth of domestic as well as sexual violence. Many of the clients we see at SAFFRON Centre are victims of trauma and abuse, including domestic and sexual violence. To sensationalize, trivialize, minimize and make light of these types of abuse for advertising and promotion of any industry or product is very self-serving, tasteless and in the end shows a lack of understanding of the many areas that impact the cycles of abuse. I don’t think I need to say more….
August 31st, 2011 at 11:19 amGreat job Ryan. It’s rare that I read the entirety of such a lenghty post, but you’ve made sound arguments and shared important views about an upsetting issue.
August 31st, 2011 at 11:24 amDoesn’t local media have better, more constructive things to do here in Edmonton than beat up a hair salon owner who clearly used bad judgment in creating an ad? It’s not like it was on the cover of Vanity Fair, for heaven’s sake. Unfortunately for Sarah Cameron, she lives here in Edmonton, and one thing we lack here is sophistication. She is a small business owner who thought she was being creative and edgy, an ad that is open to interpretation, an ad that nobody even knew existed until a blogger happened upon it.
When the media came knocking, she should have been wise enough to tell you that the ad was portraying another topic — any topic — just to get you people off her back. If she was to do it all over again, knowing now how ridiculous the Edmonton media, and the public, can be, I bet she would have. It’s also very unfortunate that she didn’t have sound advice on handling the press, but I don’t presume she expected to ever need it.
Ryan, you aren’t the shining knight in armor that you are attempting to portray. If you were, you wouldn’t need to go after a naive, small business owner who made the mistake of mixing art with advertising. You have affected someone’s livelihood with this silly story. Shame on you and your colleagues.
August 31st, 2011 at 11:48 amWell said, thank you for that Ryan.
August 31st, 2011 at 11:50 am@Khrum – did you actually READ this blog??
August 31st, 2011 at 12:17 pmThe complaining you people are doing (especially Ryan) is a sad reminder of what our society is becoming. We need to raise awareness about domestic violence in order to stop it. The minute some people throw it in our faces, the only anger you get is toward the people that made everyone aware of it. So why not get mad at the men that are beating their families? Or whatever the situation might be? It’s typical for a group of cowards like yourself to point a finger at the closest person around and blame them. All that Fluid hair and Tiffany Jackson did was shine a light on something in a different way… You people really do need to find something better to complain about rather than hurting two people that used creativity to help others. At the end of the day, the ad is art. Shame on any of you for looking down on someone for providing a taste of realistic art for the table.
August 31st, 2011 at 2:11 pm[...] Ryan Jespersen of Breakfast Television Edmonton: “Either Fluid Salon meant to take on a hot button topic like domestic violence (and prostitution, for that matter, based on another photo in the series) or they’ve got the most painfully-naive creative team in Canada.” [BT Edmonton] [...]
August 31st, 2011 at 2:15 pmThanks Ryan… feel free to recruit me for any of your future campaigns aimed at curbing violence against women and children. I’m willing to stand up and put my money where my mouth is. I don’t need to be stimulated to do so by an ad for a hair salon.
August 31st, 2011 at 3:11 pmJesperson….. your a beauty
August 31st, 2011 at 4:52 pmfinally a disgusting human being is exposed (sarah cameron)
August 31st, 2011 at 5:12 pmRyan Jesperson you nailed it. I am a fellow Edmonton hair stylist and am absolutely disgusted that a salon could produce such an “ad” calling it “art”.
August 31st, 2011 at 7:57 pmBrilliant. Thank you for finding the words. I went and got my hair done today and guess where I didn’t go!!
August 31st, 2011 at 8:00 pmFantastic. Thank you for being so involved with trying to make the world a better place. Your ad in response to Fluids deplorable actions in print as well as her handling of herself in the media is professional, intelligent, well written and comment worthy, as I can see many people have posted. To the Fluid salon persons involved they seem to lack those key qualities.
August 31st, 2011 at 8:35 pmThank you
Tiffany Jackson is an exceedingly disturbed and arrogant person with no formal training in art, PR or communications. “Jack of many trades”…and master of none. I’ve had the displeasure of working with her in the past and all I have to say is that her ego is out of control and its apparent the quality of work that she’s produced with Sara is terrible. Usually when you give someone enough rope, they hang themselves and I am pretty sure, no one wants to hire someone like Tiffany Jackson for their “PR” in any capacity and now, go to Fluid for anything related to hair.
So it comes as no surprise that she took this arrogant and unsubstantiated posture with you. Its pretty funny watch someones career blow up in slow motion. Great article, you nailed it. Well done and quite frankly, I would not even offer any air time to them because its quite clear, they are incapable rising to any level of professionalism. I’ll make sure that my firm, and my colleagues become aware of this woman and let them know to never hire someone like her. Its amazing to see how stupid people are, then when the error of their ways is presented and ANY REAL PROFESSIONAL WOULD ISSUE AN APOLOGY AND RETRACTION, she swings in the other direction, really shows the lack any of not only training, but any real codes of professionalism. I’m glad I have such an amazing man in my life, someone that treats me with respect and thank god, is a professional.
August 31st, 2011 at 9:57 pmWhile i agree with many things you have written Ryan, I do have to say that this ad has done something very special for our city, country and our world. This ad has really brought the discussion of domestic violence to the forefront of discussions on twitter, facebook, various media outlets and even talk shows.
What we don’t realize is that ads often make fun at domestic violence, and more, they promote patriarchal beliefs and values that continued to be embedded in our society (sadly). It is not until marketing, such as this one by Fluid hair salon, that we actually discuss what an atrocity this is and how awful it is the marketing has hit such a low. We need to be more critical of all advertising. The majority of advertising is aggressive, and makes fun at topics that hit close to home for many people. However, we only freak out when ads literally speak aggression, but not figuratively.
Examine more advertising; look for hidden messages. You will be surprised at how submissive we have become.
I think that this ad, though offensive to some, acts as a tool in promoting discussion. Don’t agree with it, but be thankful that we are finally talking about something that is too often swept under the rug.
August 31st, 2011 at 11:35 pmAlso, I don’t remember you ever writing a piece on domestic violence before this. So it looks like a “poorly-executed hair salon ad campaign” actually put domestic violence on your radar. Correct me if I am wrong.
“I didn’t need a cheap, insensitive & poorly-executed hair salon ad campaign to put domestic violence on my radar. http://blogs.btedmonton.ca/ryan/pulling-no-punches #yeg”
August 31st, 2011 at 11:52 pmRyan, you said it perfectly! Thank you for taking the time to speak about this! What so many people have been thinking, you have been able to say so publicly. Although you have taken criticism, you have voiced the outrage so many people have been feeling! And I’d say, you’ve handled it well. As i was reading, i couldnt help but smile because you nailed it! There is nothing left to be said.
September 1st, 2011 at 7:20 amGod bless.
You asked to be corrected if you were wrong Tanja. I actually read Ryan’s blog:
Nearly twenty years ago, I watched my first junior high school crush, a beautiful young soul and dear friend with the brightest eyes and most enchanting smile, lowered into the ground in a casket. At just 14 years old, she stopped showing up at our school amidst rumours she had fallen victim to a drug addiction. Involvement in the sex trade wasn’t far behind. By her 16th birthday, Jennifer had been declared missing. Months later, her broken body was discovered on a rural construction site. Her murder remains unsolved.
That, Tiffany Jackson, is when I started to want to do something about stopping domestic violence. It’s what prompted my past involvement with Vancouver’s Youth Extreme outreach group, geared toward young residents of the city’s downtown Eastside. (Ever talked to a young teen about taking punches from dad so mom can have a break?)
It’s part of the reason why my wife Kari and I have hosted the semi-annual #yeghelp fundraisers in Edmonton, raising thousands of dollars for the Lurana Emergency Women’s Shelter (via the Royal LePage Shelter Foundation). (Ever spoken with a woman forced to flee her home, terrified children in tow, with nothing more than the resounding realization that she’ll die if she stays?)
It’s partially why my BT co-host Bridget Ryan and myself were proud public supporters of the recent White Out Domestic Violence campaign organized by City Centre Mall. (Ever heard a front-line worker lament that the majority of us still don’t realize the extent to which domestic violence poisons our general population?)
I’ve had other experiences that have influenced me along the way. Years ago, I sat with a close friend as she filed for a restraining order from a verbally abusive boyfriend. Working as a news reporter in Red Deer, I covered an emotional fatality inquiry after Josef Fekete, a husband and father with a long police history of domestic violence, shot his wife and 4-year-old son before turning his shotgun on himself.
I didn’t need a cheap, insensitive and poorly-executed hair salon ad campaign to put the reality of domestic violence on my radar.
September 1st, 2011 at 7:30 amNice blog Ryan. Very well written, and I think you have expressed very well the thoughts of many. Good job!
September 1st, 2011 at 12:23 pm[...] 3) This one is a little mainstream media-ish, but it’s too good not to share – a very personal and passionate post by Ryan Jespersen of Breakfast Television – a very revealing read: http://blogs.btedmonton.ca/ryan/pulling-no-punches [...]
September 1st, 2011 at 3:52 pmGOOD FOR YOU Ryan!! Awesome awesome awesome blog.
And as for Sara Cameron and her advertising team, boycotting your salon may not do anything directly to prevent or stop domestic violence, however, making light of domestic violence to sell your product, or promote your salon most definitely does NOT show respect to survivors . It tells those victims that what they are going through or what they went through is not a big deal. It’s belittling and a disgusting stance.
September 1st, 2011 at 4:03 pmI will never EVER walk into your salon. Ever.
[...] Ryan Jespersen of Breakfast Television Edmonton: “Either Fluid Salon meant to take on a hot button topic like domestic violence (and prostitution, for that matter, based on another photo in the series) or they’ve got the most painfully-naive creative team in Canada.” [BT Edmonton] [...]
September 1st, 2011 at 4:41 pmWell said, Ryan.
And, umm hello, Tiffany. and Sarah. Are you not more or less using the same basic platform to make more money? Or attempt to, with that awful ad? And put your stinking money where your mouth is, “ladies”.” If you really wanted to do something about stopping domestic abuse it wouldn’t start with making a ridiculous and poorly thought out ad campaign that you’re now trying to spin since it backfired so horribly.
Ryan didn’t round up the pitchfork carrying masses, girlies – you accomplished that quite well on your own, by promoting such a stupid advertising campaign. You deserve to be boycotted and since most of us are obviously intelligent human beings, we’re also quite capable of deciding to boycott a business without the encouragement of a television host, I can assure you. Also, as you seem to be unaware of this salient fact, a salon is the last place ANYONE would start, if they wanted to do something about stopping domestic violence – just sayin’. A salon is not an educator of the masses and you’re neither edgy nor artistic with this ad campaign. Just stupid and lacking common sense.
Now would be the time to check out eBay to see if anyone’s selling common sense and buy a barrel of it and quit trying to justifying such a horrible campaign and pull it down. Next time, just accept that you screwed up, do the gracious thing and apologize and make a large donation to a shelter to atone. Grow up.
September 1st, 2011 at 5:13 pmAlso, the comment about “hiding behind our computers and going and doing something?” Do you really think you’re “doing something” with this campaign? No. You’re no more getting out from behind your cutting chair or letting go of your scissors and doing anything, than anyone you’ve chosen to lambaste for being appalled by this insensitive and ridiculous campaign.
September 1st, 2011 at 5:17 pmThank you very much, Ryan for an excellent, impassioned, honest and thorough response to this deplorable situation. What amazed me first about the first report of this ad was that Edmontonians, including myself, had walked past this ad for two years and not noticed it. What amazes me the most about the ad and actually caused me to shudder, is the way the male stands there proudly giving the message that he caused the black eye, and he causes her to sit there looking good while completely submissive, and harmed in who knows how many other ways. The photographer even has her looking frightened and defeated while sitting straight and in all other ways than her face, looking better than normal. This takes domestic violence to an entirely worse level, not the man who is out of control and hits then feels bad, but suggesting that this man hits for a purpose, in a premeditated way, and forces her to accept and publicize his violent dominance!
September 2nd, 2011 at 10:16 amBecause the hair salon resisted (in many foolish ways) a simple apology & removal of the sign, it is possible that at least one of the two women has/had violence in her life, & is still in denial of this. I suggest this because, when I was a child and young adult, I criticized my mother for many apparent ‘faults’, in the same way my father criticized her. It was not until years later that I realized she had almost no control over anything in her life, and I was making things worse by ‘siding’ with dad who was the real culprit. When I now look back at her life, I am horrified that I was not more supportive of her. I realize that much of my support of my dad was because 1. He was a wonderful person in many ways, and 2. We were all more afraid of him than we knew, so our support of him was also based upon there being no option, and excessive punishment if we ‘misbehaved’. Thanks again, Ryan.
Excellent article, Ryan, and as a former PR person from Edmonton, this is a text-book case of how not to handle a campaign gone wrong. Firstly, what the heck were they thinking of even broaching an issue like this for their salon???? Poor taste and flagrantly ignoring a serious issue for whatever ‘gain’ they think having an ‘edgy’ (*cough*) campaign will throw their way. They ain’t no Benetton.
September 3rd, 2011 at 8:23 pmYou and Kari are shining examples of how people can lend their voices to those who have lost their’s. Keep up the great work, continue to shine the light and speak the truth others are afraid to utter.
Take care and hugs from Costa Rica
[...] In this case, the hair salon was unprepared to control the message after the campaign began to gain negative publicity. The controversy has now reached international [...]
September 13th, 2011 at 9:04 amYay Tracie!!! Awesome! You are strong and brave and a amazing photographer! We need to schedule a Chicago workshop reunion in the near future!
December 1st, 2011 at 10:49 pm