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FIGS Advertising: Popular Scrub Company Generates Backlash From Women Medicine, ODs After Insensitive Video




The figures, a start of scrubs, excuse for the video and pledged to donate $ 100,000 to the American Osteopathic Association, an organization for OD, after the video generated negative reactions within Twitter’s vibrant medical community.

In the now-deleted video, which aimed to show what one of her pairs of women’s work pants looked like, a bespectacled model performed an DO and pretended to peruse the book ‘Medical Terminology For Dummies’, that she was holding upside down. .

On Twitter, a handful of female healthcare and OD professionals were quick to criticize the content of the video and FIGS for producing it.

Brenna Hohl, a first-year medical student from North Carolina, told CNN she found the announcement disrespectful, especially since healthcare workers are most at risk from the coronavirus.

“In the midst of a pandemic, we should be supporting and strengthening our healthcare workers, not bringing them down like this,” she said.

She tweeted a response to the video, in which she said that “the disrespect for female doctors and general practitioners featured in this ad … is unforgivable.

After briefly addressing the video in two now-deleted tweets, FIGS co-founders Heather Hasson and Trina Spear apologized for posting the video, which they said was “offensive” and “particularly disparaging” for women in medicine and ophthalmologists.

“Our mission at FIGS has always been to empower healthcare professionals,” the co-founders said in a statement to CNN. “Beyond a lack of judgment, the bottom line is that our processes at FIGS have failed. We are correcting this now. It will never happen again.”

Some women in medicine say the video was harmful

FIGS caters largely to young women in the medical profession (although it also sells scrubs for men) and is popular among medical students who often serve as brand ambassadors. The company praises his line as the comfortable and fashionable alternative to the “boxy, scratchy, uncomfortable” scrubs of yesteryear.

But some women in the healthcare industry said they were turned off by the brand after the video.

Dr. Agnieszka Solberg, radiologist and internist in Bismark, North Dakota, called for a boycott of the brand for its representation of women and ODs.

“The ‘silly and silly, yet sexy’ look in advertisements and other media contributes to harmful gender stereotypes,” she told CNN. “When girls see this, they start to feel like this is what’s ‘cool’ and start to aspire to be like that.”

In one Tweeter, Solberg criticized the brand for portraying ODs as less proficient than MDs or MDs.
the American Osteopathic Association says there is a detrimental stigma towards ODs, who represent 11% of the medical workforce. DOs and MDs are trained physicians who are licensed by the same accreditation body. (The main difference is that DOs receive additional training in “whole body” techniques, as holistic physicians.)

YouTube influencer and family doctor Dr Mike Varshavski has urged medical students to stop wearing brand name scrubs.

“They are ready to demean women; they are ready to reduce the OD to earn more money ”, the OD said in a recent video. “If they really cared, there would be checks and balances in place to prevent that.”

Some have also come to the defense of the brand.

Dr Michelle Nguyen Maneevese, vascular and interventional radiologist and FIGS ambassador, called the video an “error” but encouraged his supporters to hold FIGS accountable.

“If I was judged on a single mistake my career would have ended as a 3rd year medical student when the labs weren’t updated before tours and I didn’t have the latest creatinine “she wrote in a passionate Instagram post. “Watch [FIGS] up close I promise you that from now on they will ALWAYS have the updated creatinine. “

FIGS is committed to improving

The announcement of the brand’s commitment to slightly changing reviews softened. In a statement to CNN, Dr. Kevin Klauer, an DO and CEO of the American Osteopathic Association, said that while he was “appalled” by the “poorly designed” clip, he was working with FIGS to right his wrongs.

FIGS will also hire healthcare consultants to help with future product shoots, according to Hasson and Spear.

Hohl called this a “step in the right direction”, but said there was more to do – namely, to feature “a wider range of health practitioners”, rather than primarily doctors and doctors. nurses, in their announcements.

In response to the brand’s apologies, many osteopathic doctors and medical students who openly criticized the brand later said they were happy to see the brand take responsibility.

Dr Sunnie Kim, gastrointestinal medical oncologist at the University of Colorado Cancer Center, called it a “good answer” on Twitter, adding “hope we can all come to a better place with gender equality and continue to debunk outdated stereotypes.”

However, many have said they will not accept an apology without action – noting that they plan to monitor to see if the business continues to improve.

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