After ‘rape shirt’ flap, SM pledges to be more gender sensitive

SM Supermalls has committed to being more gender sensitive after being criticized last month for selling a shirt that trivialized rape, the Philippine Commission on Women said on Monday.

SM was criticized on social media last month after a photo of a t-shirt saying "It's Not Rape, It's A Snuggle With A Struggle" displayed at the boys' section of an SM mall circulated online.

In a press statement, PCW executive director Emmeline Versoza said that Queenie Cua, vice president for marketing for SM Retail Inc., wrote her office to say that the SM Supermalls management has taken measures to make sure that the incident will not happen again, a development that Versoza said is a welcome one.

Cua also said that SM management will review its internal guidelines for suppliers and advertisers. It will also intensify its monitoring to make sure everyone will comply with the guidelines.

According to the letter to PCW, SM Supermalls is also planning to orient its staff and tenants to stress the store's stand on gender sensitivity and other social issues.

Cua also assured the PCW that SM condemns any act that trivializes issues and disrespects people, especially women.

Versoza meanwhile reminded businesses that "the task to eradicate the discriminatory portrayal of women is not exclusive to government agencies."

"Private corporations, such as SM Supermalls, are also expected to exercise gender sensitivity at all times. This trivializing game has long been part of our culture and this has to stop," she also said.

The PCW meanwhile commended social media for beeing vigilant against the discriminatory portrayal of women.

"We need more vigilance. We need to hear more voices. We appreciate the power of social media for bringing these issues to the attention of the public. If people begin to cultivate this concern for women, issues of rape and harassment, discrimination and violence, will never become a laughing matter and be fully removed from our system," Versoza said. — Trisha Macas/JDS, GMA News