HALIFAX -- A Halifax mall has yanked a series of controversial back-to-school shopping ads after a torrent of outrage from critics who said the campaign depicted young girls in a dim light.
"Mic Mac Mall is sincerely sorry for offending its customers," Rebecca Logan, the mall's marketing director, said Thursday in a statement.
"We've heard what our customers have to say and we understand why you're angry. It was never intended to be offensive."
The ad campaign, which ran for a week on radio, television, billboards and online, featured illustrations of young girls with lines like, "My favourite class? Shop!" and "Mixing patterns -- now that's a science!"
Another ad said: "Social studies? Does posting my new boots on Facebook count?"
The campaign generated a fierce response from people who said it reinforced gender stereotypes of young women as ditzes interested only in shopping and not education. The ads even garnered the attention of BuzzFeed, a popular American-based website that showcases online content that has gone viral.
In an effort to regain customer trust, Logan said, the mall plans on donating $5,000 to a yet-to-be-chosen local organization that focuses on empowering girls.
"While this doesn't change the fact that the ads were used, we plan to take this opportunity to try and learn from them," she said.
