An English council has come under fire for portraying rape victims as "reckless drunks" in its Christmas drink-driving campaign.
According to a report in the London's Daily Mail this morning, the Calderdale Council poster shows an injured blonde woman covered in dirt and carrying her shoes, with the slogan: Night of the reckless drunk.'
Women's rights activists claim the advertisement shifts blame to rape victims and is actually "helping rape victims".
"When you drink too much you lose control and put yourself at risk," the poster says.
The festive season campaign has outraged activists who feel the council is 'helping rapists' with their approach.
Opponent Karen Ingala Smith, of the anti-violence charity Nia, told the Daily Mail the only ones being helped by the anti-rape campaign poster were rapists.
"And the only ones who can stop rape are rapists," she said. "There is no other crime in which victim's are made to take responsibility.
"'I've yet to see a Christmas anti-drink-driving campaign telling people to stay indoors in case they get run over by a drunk driver.
"We know that the vast majority of rapes are not reported to the police and women are less likely to report rapes if they are made to feel that they are responsible.
"This allows rapists to continue to assault women. Calderdale Council's campaign reinforces the excuses made by rapists as they attempt to discredit the women they rape and to justify their crime."
The posters, leaflets and drink coasters were distributed to more than 700 pubs, clubs and health centres this month, the Daily Mail reports.
As well as the advert targeting females, another poster showed a dishevelled man holding a bottle, with the caption: Invasion of the mindless drunk.
Calderdale councillor Barry Collins told the Daily Mail it never meant to offend women.
"We have used images of both men and women to raise awareness of the impacts on anyone of taking drugs and drinking too much," he said. "The aim of the campaign is to expose as many people as possible to timely advice to enjoy a safe night out."