Gillette ad: Newtown firemen forced to douse signs of being proud men



A Sydney fire station has been forced to apologise for a sign defending their masculinity, after social media users accused it of pushing “personal and political agendas”.

The inner-city Newtown Fire Station posted a public sign outside its base that read “House fires are toxic, our masculinity isn’t” in response to Gillette’s ad calling out toxic masculinity.

In a Facebook post apologising for the sign, Newtown Fire Station said: “Masculinity comes in different forms. Different for everyone. We are constantly redefining what it means to be a man. We strive to be proud men.

“To achieve this, we try and spread the message about helping others. This may be achieved in many ways. Being inclusive, standing up for minorities or those less fortunate, we stand against bullying and unfair labels.

“The sign was for those concerned there is way too much toxic out there. To show there are groups that fight it … Every man needs to be in touch with their feminine side, every woman needs to be in touch with their masculine side.”

While some social media users were dismayed with the sign, others were more upset about the fire station being forced to take it down.

“Why did you give in, Newtown Fire Station? You should’ve kept it up! The ones who complained about your signs are the very kind of folk who laughed at those who complained at that dumb Gillette ad. Pushing your agenda? Er, so Gillette isn’t? Pfft!” one commenter said in response to the fire station’s apology.

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