'Bloody appalling': Olympic ad agency's booklet 'mocks benefit claimants'

Published by Max Salsbury for 24dash.com in Communities and also in Featured

An ad agency has released an internal booklet that has been criticised for mocking people on benefits.

One blogger has described Iris's (the agency responsible for the 2012 Olympic mascots) internal staff benefits booklet as "bloody appalling".

The booklet, called 'Iris on Benefits', outlines benefits offered to staff such as health and childcare alongside mocked-up pictures of working class stereotypes.

Young women are shown to be smoking when pregnant, whilst many of the photos display apparent benefit claimants committing acts of anti-social behaviour and crime.

Blogger 'Advertising Copywriter' wrote: "The models in these photos are affluent, educated people who work in advertising, poking fun at disadvantaged sections of society that they’ve probably never even encountered.

"Maybe I just have no sense of humour, but to me, that’s not funny, clever or creative."

Many of the models in the photos are seen drinking, smoking and eating junk food. The section that outlines the company's childcare provision features a photo of a very young girl drinking an energy drink in a pub.

The pension scheme section shows two young men in tracksuits apparently racing on mobility scooters.

Advertising Copywriter added: "I’m sure this was supposed to come across as light and humorous, but it doesn’t. It comes across as sneering, superior and ignorant. Did I mention that the pregnant lady has a cigarette in her hand in both photos? That’s right, people, if you lose your job and have to claim unemployment benefits, you’ll inevitably get up the duff and smoke through your pregnancy.

"In any other industry, this would be national press scandal-worthy."

Colin McCulloch tweeted: "Disgusting stereotyping and another example of the hideous injustice that people unfortunate enough to claim benefits suffer."