Policy and Political Action

Policy & Political Action

Action Alert Update: Cadbury Adams pulls offensive Dentyne gum ad

September 27, 2007

Recently, Cadbury Adams Canada Inc. has featured offensive and sexist stereotypes of nurses to promote Dentyne Ice gum in television advertisements airing in Canada. In response to these ads, RNAO President Mary Ferguson-Paré wrote a letter to Cadbury Adams asking that they remove the advertisement from television. Cadbury Adams declined this request. You can read her letter here [PDF - 21 KB].

On Oct. 5, Cadbury Adams Canada Inc. contacted RNAO to inform us that they have decided to pull the Dentyne Ice ad depicting inappropriate patient contact between nurses and patients. Cadbury Adams says the ad should disappear from television stations and movie theatres by the weekend.

Luisa Girotto, Director of Corporate Communications for Cadbury Adams Canada, said the decision was made based on the overwhelming response from members of the nursing community. Many of our members and their colleagues wrote personally to Girotto to detail why the ad offended them. RNAO thanks members for all of their responses to our action alert.

Letter: Cadbury Schweppes' letter to RNAO [PDF - 12 KB]

2710_Cadbury_letter.pdf11.29 KB
2701_Letter_to_Dentyne_Sept_2007.pdf29.18 KB