IBM pulls ad playing up gender stereotypes

IBM launched a campaign to encourage women into STEM careers by "hacking a hairdryer". The campaign has since been pulled. Photo / Getty

IBM has pulled an ad campaign encouraging women to get involved in the technology sector by telling them to "hack a hairdryer".

Widespread criticism began pouring in on social media yesterday from women working in the tech and science industry who found it demeaning.

The company admitted the campaign "missed the mark" and apologised

@HuffPostUKTech This was part of a larger campaign to promote STEM careers. It missed the mark and we apologize. It is being discontinued.

— IBM (@IBM) December 7, 2015

The campaign dated back to October and was part of an effort by the company to promote STEM careers.

A video posted on IBM's YouTube account showed experiments being carried out with hairdryers and encouraged women to get involved. The video has since been deleted.

Women used the IBM hashtag #HackAHairDryer to explain why it was patronising to women working in science, technology, engineering and maths (STEM) careers.

"Let's get more women into science by playing up tired gender stereotypes!" -someone at @IBM #HackAHairDryer

— Kirthan Aujlay (@kirthanaujlay) December 7, 2015

@IBM shame I don't use a hairdryer. I guess that's the end of my career in STEM. Brb quitting my astrophysics PhD. #HackAHairDryer

— Jessica V (@ThatAstroKitten) December 7, 2015

I like makeup and hair care. I also like building robots. Guess which one I'd like to see @ibm promoting to women? #HackAHairDryer

— smart home dumb me (@randileeharper) December 7, 2015

The London Fire Brigade got on board with the hashtag, sharing a humorous take on the theme.

We're staying out of the sexism debate, however we'd suggest that it's generally a bad idea, & possibly a bit dangerous to #HackAHairDryer

— London Fire Brigade (@LondonFire) December 7, 2015