Just when I thought safety could get no more stupid we now section off part of the population and deem Mums ‘the voice of reason and the one who knows best’. How do organisations get away with such sexist, gender stereotyping? Ah yes, because it done in the name of safety. Safety is sacred, no one can criticise Safety.
The idea that Mum’s are ‘the voice of reason and the one who knows best’ is straight out of the paternalism copybook ((https://safetyrisk.net/safety-as-a-patriarchal-activity/). What other gendered groups must now be less a voice for reason and now less caring for safety??? Are not Dads for safety? Grandparents for safety? Children for safety? LGBTQI people for safety? Why has a group been singled out for safety as if safety is not everyone’s business? Yes, lets drum up the selective mythology/symbol of motherhood and anchor it to safety.
The last thing we need in safety is gendered stereotypes and a preoccupation with safety as if it is a gendered activity. Poor little boy, you need mommy to keep you safe? This is the message. Ah, mommy please keep me from harms way, Hazardman is not here, I might slip and fall.
All this campaign does is reinforce all the masculinist stereotypes in the safety industry. Look at poor old David he needs Mum Judy to ‘keep him out of trouble’ and Tony needs Alicia to ‘keep him on the right track’ in life. Poor little boys, I wonder when they will grow up?
And this won an award? Of course, to match the Dumb Ways to Die Campaign (https://safetyrisk.net/dumb-ways-to-die-doesnt-work/). When you have no vision for safety, this is what comes next.