Let’s be clear: Korean women do, on the whole, leave contraception up to the men. So the Ministry of Health and Welfare, which issued this advertisement on Friday, does seem to have the best of intentions.
But, “Although you leave everything (to men), don’t leave the responsibility for contraception (to men)”? For something encouraging women to empower themselves in one aspect of their lives, it’s a bizarre assertion of traditional gender roles in others.
Frankly then, while I was happy to see the ad at first (what’s not to like about women being more assertive in the bedroom?) I came to understand the opposition to it. Especially Korean Womenlink’s criticism that “It is regrettable that the Ministry described contraception as a conflict between men and women while the poster was designed to promote contraception.”
Fortunately, it’s since since been withdrawn. But I do hope there’ll be another, more thoughtful attempt to get the message across soon. If so, I recommend the text focuses on shared responsibility, and replacing the image with something like this one. What do you think?
Update: See the Korea Herald for more information and context. It says new posters will be coming as soon as next week!