It seems the MTA, which oversees the NYC Subway system, has a double standard when it comes to advertising for women… a close-up of sexualized breasts, jacked up in a push-up bra (or masked by fruit implying that “small breasts = sad women”) promoting a plastic surgery group are perfectly acceptable (we’ve seen them and have talked about them in the past); but a new group of ads for underwear designed specifically “for women with periods” are deemed “inappropriate” and “suggestive.”

So the ads in question are from the female founded, fast growing brand THINX, which makes what they describe as “period-proof underwear that protects you from leaks and keeps you feeling dry.”

Set to spend a reported “$330,000 for 76 posters in the Bedford Avenue L train station and in roughly 15,000 subway car ads,” this is what the company was told when its ad creative for the buy was reviewed by Outfront Media, who contracts all advertising for the MTA… its posters are “inappropriate” and “suggestive” and “too risqué for the riding public.”

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While Outfront spokeswoman Carly Zipp claims, “the THINX ads are still under review and have not been rejected,” the media group has “made suggested changes that we felt were appropriate for the riding public.” She added that they want to “work with the advertiser to refine the copy.”

Um… asking THINX to make any copy changes IS rejecting their ads Ms. Zipp.

Miki Agrawal, one the 3 fearless THINX co-founders told the Daily News, “Our ads are absolutely not as racy or lewd,” noting that others that are plastered all over NYC subway cars and stations are “significantly more sexualized and sexist, basically.” We agree and can absolutely attest to that fact…

Top image: our co-founder took this on her subway commute in May 2015; Bottom image: another ad from the same plastic surgery group we saw last year on several NYC subway lines.

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As an editorial based brand founded by women for women, we are big fans of THINX… the founders’ inspiring story, what they are doing for women (their underwear is made by women at a family-run factory in Sri Lanka that is committed to “providing supplementary education and training to its female employees, empowering them to become leaders in their communities”), as well as their efforts to break the archaic taboo surrounding menstruation (a topic we cover a lot).

Social media has already rallied around THINX using the hashtag #notyourgrapefruit and demanding that Outfront and the MTA let the ads run as is. That mounting pressure alone should make them cave and do the right thing… period!

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