'Loans For Ladies' — Sexist Stereotyping Or Lighthearted Fun?

HASTINGS, New Zealand — A credit union advertising campaign that looks like it was lifted straight out of the 1950s has prompted some emotional reactions from Kiwis.

NZCU Baywide's "Loans For Ladies" campaign offers loans available in amounts ranging from $1,000 to $50,000 (New Zealand dollars). As is the case with all of the credit union's personal loans, the interest rate is 13.95%.

But the marketing of these loans is what is causing a fuss. The microsite set up to promote the campaign shows two well-dressed "ladies," one of whom has a series of "thoughts" shown in a bubble above her head:

• "Cinderella is proof a pair of shoes can change your life."
• "So, I went out to get milk and bread, came home with new boots and a bag."
• "Money can't buy happiness, but I'd rather cry in an Audi than on the bus."
• "Money isn't everything... but it ranks right up there with oxygen."

The home page goes on to say, "Loans for Ladies is quite unlike most other online loan websites in New Zealand. With us, the entire process from applying for a loan right through to receiving money in your account, can be done from the comfort of your own home. You can even apply from your smart-phone! What's more, applying today means you can get spending tomorrow. Nice."
The posts and comments on the campaigns Facebook page are largely negative, in many cases alleging the images and words are "inappropriate," convey "misogyny" or are "patronizing." In response to several of the posts a credit union representative replies, "sorry you feel this way, it is not our intention to offend anyone out there."

One Facebook poster goes into detail about her experiences earlier in her life when she was "laughed at" by a bank manager when applying for a car loan. She goes on to say the campaign "denigrates" women and says she is changing her plan to open an account at the credit union for her daughter.

The response states, "I can see this is something you feel strongly about. We did design the brand based on research that indicated your exact experience above and we were aiming to make it a fun and approachable brand. Sorry to hear you won't be opening an account with us but we appreciate your feedback nonetheless. We actually didn't see the brand as denigrating to women at all but thank you for pointing out that it is the "age old" clichés what are the things you take issue with. We will consider this when taking into account some of the other feedback we received."

NZCU Baywide did not respond to an e-mail from Credit Union Journal seeking comment.