A Sydney fire station has come under attack for putting up a sign, seemingly in response to Gillette's controversial advertisement.
The ad, which launched two days ago, started trending on YouTube and almost immediately activated a debate around the world.
It addresses issues such as toxic masculinity and sexual harassment by urging men to be "the best they can be" in a post #MeToo era - a twist on the razor company's long-standing motto: 'The Best A Man Can Get'.
A Sydney fire station has apologised for posting a controversial message on a noticeboard, in response to Gillette's latest advertisement. Source: Facebook
The message has since been taken down, with many claiming the fire station had taken a side in the debate surrounding the razor brand's ad.
But the Newtown Fire Station has told SBS News the sign wasn't a response to the Gillette ad, but a statement against toxic masculinity.
"We strive to provide a safe non-toxic work environment that all people can feel safe in. We simply were stating that we don't promote or practice toxic masculinity," it said in a statement.
Newtown Fire Station is known for its humorous messages, often using the noticeboard to spread tongue in cheek safety alerts and occasionally even some social commentary.
Gillette's new commercial addresses toxic masculinity. Source: YouTube, Gillette
The station said its staff worked to be "proud men" by helping others.
"This may be achieved in many ways: [by] being inclusive, standing up for minorities, standing for those less fortunate, standing against bullying and unfair labels," it said.
"The sign was for people concerned that there is way too much toxic [sic] out there. To show that there are groups that fight it."
The Newtown Fire Station showed support for paramedics and volunteer ambulance officers are the front line of health care in Australia in May last year. Source: Facebook
A NSW Fire and Rescue Spokesman told News Corp the message was “not considered appropriate” for a public noticeboard and was subsequently taken down.
