Be Fatima... A French advertisement for home services sparks widespread controversy
An advertisement for the "Grand Face" company, which was published on animated billboards in the capital, Paris, sparked controversy, as some said that it was a stereotypical advertisement that dedicates the image of the "servant" to a section of immigrants.
There were mixed reactions in this regard.
The company "Grand Face" specialized in providing male and female workers specialized in different areas of home care: "Be Fatima a home helper who can dedicate herself to Simon and Andre."
Some social media users commented on the issue, but the ad also garnered some political attention.
The French Communist Party in Lyon condemned the ad, saying the propaganda had colonial connotations.
His statement read: "This colonialist propaganda that stigmatizes our fellow citizens of North African descent is unacceptable. We demand its immediate removal from our streets...France does not classify its citizens on the basis of the color of their skin or their name. We will not tolerate any message It spreads the opposite idea and attacks thousands of our people."
Wassila Tamzali, a feminist writer and researcher of Algerian origin, said on her Facebook account: This photo of a poster was taken in the 13th arrondissement in Paris, near the Great Library of France on January 24 and reflects the colonial collective perception as well as sheds great light on the denial and distortion of the response in general.. ."
The company responded to the controversy Friday: "Since 2007, the company's mission has been to help the elderly, care for children and provide cleaning services thanks to the work of 6,000 professionals. Among these caregivers, the four most common names in our agencies are: Catherine, Maria, Fatima and Christophe.
Fadela Mahal tweeted: "Of course there are no stupid jobs and dedicating yourself to others can be an achievement. But it can also help Sylvie Simon and Andre. Fatima can also dream of becoming a lawyer or an architect.