Is This Billboard Message Sexist? A Lot Of People Seem To Think So

The billboard’s slogan has been branded sexist by some observers.

A blank billboard.
Wait for it... This really is quite something Image Getty

A new billboard located on a US highway in Winston-Salem, North Carolina is courting some serious controversy thanks to it’s contentious statement.

The simple black and white message on the sign reads “Real men provide, real women appreciate it” and it’s dividing Americans into two very distinct camps.

The offending billboard.

On the one hand, you have people like Ron Houser, who told ABC’s 9 News that the message was actually “fairly accurate.”

“Being a married man myself, I think my wife really appreciates the fact that I can provide for a family and take some of the stress off her,” he added. 

There are plenty of Americans who disagree with statement, with business owner Molly Grace among those to label it sexist and something that should that is unacceptable in today’s modern society.

“I take it as a very deliberate jab at women who demand equality and demand to be seen as equals and are vocal,” she told

“So to me it’s also a very blatant about wanting to silence women and tell them to just accept the way that things are.”

In fact, Grace is so unhappy with the statement, she’s taken to Facebook to set up a group calling for the billboard to be taken down.


As part of the protest the group, which is some 200 members strong already, is planning s demonstration against the message and encouraging men and women of all ages to join them. 

A message from one of the protest’s organisers on Facebook read: “We are protesting patriarchy and sexism, and that this antiquated way of thinking about women exists at all. We are protesting the implied demand that women be silent and appreciate, regardless of whatever circumstances, their role as non-providers.” 

Despite the continued protest and attention, the sign is getting, it’s unclear who exactly paid for it to be put up or whether it is part of some larger marketing campaign that could become clear in the coming days.

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