The campaign pushing for the Sun newspaper to drop its topless Page 3 girl feature is targeting advertisers including Lego on social media. The toy brand is running a promotion in the paper from Saturday giving out tokens to encourage parents of small children to buy the newspaper and redeem the tokens for Lego toys. It is not the first campaign that the Danish toy firm has run with the Sun and nor is it the first time it has been targeted by the growing #NoMorePage3, which has racked up around 90,000 signatures.
Last time around the campaign targeted Lego’s half term promotion with a Lego figure of its own called Leanne, 22, from Legoland (pictured).
It is now asking supporters to tweet Lego to tell the brand of their dissatisfaction with a children’s toy company that advertises in a paper that features topless female glamour models at the front of the newspaper.
On its website Lego says the brand is more than simply a familiar logo “it is the expectations that people have of the company towards its products and services, and the accountability that the LEGO Group feels towards the world around it”.
The #NoMorePage3 campaign argues that “soft porn and free children’s toys isn’t a perfect partnership”.
It is asking supporters to tweet Lego with sample tweets such as:
Dear @LEGO_Group why do you want to associate your great brand with The Sun whilst it still has such sexist content? #NoMorePage3
@LEGO_Group are encouraging The Sun to be bought into family homes whilst in contains sexist and inappropriate images like Page 3 #NoMorePage3
@LEGO_Group soft porn and children’s toys..what are you, doing?!!! #nomorepage3
Hey @LEGO_Group will Leanne be in your next range of children’s toys?pic.twitter.com/BbWULMB6S1
The targeting of Lego follows recent signs that Page 3 could after 40-years be on its way out.
Earlier this month in a tweet Rupert Murdoch suggested that he may at last be ready to grant the wishes of generations of opponents whose ranks have included, the veteran Labour MP Clare Short.
The News Corporation chairman and CEO was responding to another Twitter user who described Page 3 as “so last century”. Murdoch hinted that he might now be of the same view.
@kazipooh page three so last century!You maybe right, don’t know but considering. Perhaps halfway house with glamorous fashionistas.
— Rupert Murdoch(@rupertmurdoch) February 10, 2013
Murdoch’s comments follow those of David Banks, the former assistant editor of the Sun, who admitted in a recent interview with BBC Radio Humberside that he never took copies of the paper home as his wife didn’t want his children to see Page 3.
He also admitted that Page 3 is not ‘harmless fun.