'Sexist' nurse advert blasted after being published by mistake

A "sexist" advert for nurses has been criticised despite it being used without approval.

One of the pictures shows a nurse with the caption: "Before lunch, Izzy made Roy's heart flutter. It'd stopped for ten minutes."

The Hull and East Yorkshire (HEY) NHS Trust says it rejected the ads "immediately."

But the agency that designed them, Strawberry, then sent the images for publication by mistake.

A spokesman for trust said: "We would like to reassure people that we remain committed to the principles of equality and diversity."

The agency, Strawberry, has also apologised, stating it "never meant to cause offence or distress to anyone involved".

The images were published in the HSJ, a newsletter on NHS management and policies as part of the "Remarkable People, Extraordinary Place" campaign.

These recruitment posters have been labelled sexist

One of the posters which has been criticised said: "As soon as Emma looked at John, she knew it was serious.

"A full fracture of the tibia."

Some people on social media were angry about the adverts, starting the hashtag #50ShadesofHEY on Twitter.

One user on Twitter accused the Trust of "dumbing down" the nursing profession.

Another social media user sarcastically came up with their own situation.

The nurses in the campaign have also faced criticism, which the trust has also apologised for.

"It is deeply saddening to us that two professional people that have been supportive enough to front a campaign to try and attract more people to work here are now the focus of national media attention for the wrong reasons," said Mike Wright, Executive Chief Nurse from the trust.

"The nurses involved are consummate professionals with exemplary employment records and we are very proud of them and the work that they do."

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