Job Agency BWN Group Limited has shockingly cast doubt on the cleanliness of the models from its own driver recruitment campaign. In a response to a rude comment made about its models being “unwashed”, the BWN Limited Facebook Page admin replied “no idea if they were unwashed to be honest”.
The boss of the BWN Group has slammed the “woke brigade” for the criticism of his company’s driver recruitment campaign, which involved models standing by a roundabout holding advertising signs.
However, the manner in which the company failed to come to the defence of the models on Facebook is likely to grossly offend women and men across the political spectrum.
One can only imagine how the models must feel about the comment given the professional job they have done for the BWN Group.
Yesterday, a photoshoot with the girls was published on the website of the Sun, one of the UK’s biggest tabloids. As a result, the company have gained the huge exposure the campaign was designed to achieve.
Although the BWN Group’s methods have been criticised by the RHA and Penta GB transport manager Caron Craft, the campaign appears to have had the desired effect. The media storm saw the message get out and increased awareness of the company among drivers.
Adam Giles, who runs the company, told the Daily Mirror yesterday that drivers are now coming in for test drives:
The marketing campaign has been so good I’m fully booked for test drives today, I was fully booked over the weekend. It’s achieved the desired effect. There’s a very serious situation in the UK. The way the rules have changed about foreign nationals coming into the UK, guys are leaving in floods. It’s so difficult to employ lorry drivers.
Mr Giles also referred to the aforementioned criticism of his campaign during an interview with The Sun, saying that the “angry reaction from the woke brigade” had been “blown out of proportion”:
The angry reaction from the woke brigade has been blown out of all proportion. Industry leaders having a go at me are making no progress and are failing miserably – so I have decided to take a stand. I’m trying to find lorry driver’s jobs during the biggest crisis this country has faced since the Second World War – where are people’s priorities? It’s about standing out from the crowd. There’s a massive shortage of lorry drivers in this country and we need to do something about this.
However, especially given the key role in which the models played in the campaign, many will find the manner in which BWN Limited’s Facebook Page admin failed to back the girls as both shocking and crass.
Photo credit: BWN Limited Facebook