Sexist cycling leaflet withdrawn by council

Stockton-on-Tees Borough Council has withdrawn a leaflet which promoted cycling, after accusations that it was sexist.

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"Sexist leaflet" council quote in full

“This was one of a series of promotional materials designed to promote the Stockton Cycling Festival to a variety of audiences.

“It was certainly not our intention to imply that women and girls cannot participate in every part of the Festival and having listened to the concerns raised, we have decided to withdraw this particular leaflet and produce a redesigned version.

“We do a great deal of work to encourage female participation in sport and active leisure, including women’s running clubs and women’s cycling groups, and unlike many national cycle race events the Stockton Cycling Festival includes elite women’s racing, as well as recreational rides which are open to all.

“The Festival takes place over the weekend of July 11 to 13 – just one week after the Tour de France comes to the North of England for the first time – and we would like to be very clear that it is very much for everybody.”

– Cllr Ken Dixon, Cabinet Member, Stockton Borough Council

North East council withdraws "sexist" leaflet

Stockton Borough Council has withdrawn a leaflet promoting cycling after it was branded sexist.

The offending advert shows a smiling male rider under the phrase "Sarah's shopping in Stockton with the girls. I'm signed up for Stockton's Sportive. That's Saturday sorted."

The leaflet was supposed to promote the town's cycling festival in July and an activity day known as Sportive, and only featured young, male riders in the photos.

Leaflet at the centre of controversy. Credit: Stockton Borough Council

Councillor Ken Dixon, Stockton Council’s Cabinet Member for Arts, Leisure and Culture, said: “This was one of a series of promotional materials designed to promote the Stockton Cycling Festival to a variety of audiences.

“It was certainly not our intention to imply that women and girls cannot participate in every part of the Festival and having listened to the concerns raised, we have decided to withdraw this particular leaflet and produce a redesigned version.

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