Charity PR expert condemns Asda for dropping Jordan from breast cancer campaign

A senior charity PR expert has slammed Asda for dropping former glamour model Jordan from its breast cancer awareness publicity campaign, after comments she made on her ITV show angered cancer sufferers.

Dropped by Asda: Katie Price aka Jordan
Dropped by Asda: Katie Price aka Jordan

Jordan, also known as Katie Price, had been used to mark the 12th anniversary of the retailer's Tickled Pink campaign.

The retailer moved to quell anger among cancer victims who reacted to comments she made on her reality show What Katie Did Next last week about scars on her breasts caused by surgery. An Asda spokeswoman posted a news release on a forum hosted by Breast Cancer Care which said: ‘Nobody was happy with what Katie said on the show, especially us. The last thing we want to do is upset anyone and so in light of the conversations we have all had over the past couple of days we won't be using Katie in any publicity shots.'

Charity agency Bright Young Things founder Niall Cowley said: ‘If you choose to work with a character like Katie Price you have to expect to take the rough with the smooth. Katie hardly surprises anyone. She is who she is consistently.'

He added: ‘Asda has shown terrible cowardice in u-turning on its decision to use her in a campaign. It either should have known she has the capacity to upset its customers right from the outset or stuck by Katie through her backlash and not quit halfway through. It's messy and embarrassing for all three parties involved.'

However, founder of Bright One Ben Matthews said Asda had been right to act quickly. ‘Asda had no option but to act. It cannot risk angering its supporters and so must make swift action.'

But he added: ‘But by dropping Jordan they have risked drawing more attention to the comments. Another option could have been to let Katie explain the comments and apologise.'

The move to drop her is the latest blow to Price who has been losing the PR war against ex-husband Peter Andre since their split earlier this year.

Price split from her long-term publicist Can Associates in May and turned to The Outside Organisation to attempt to sway public opinion, after the Daily Star reported that Price believed the split has made her 'as hated as Heather Mills' (PRWeek, 26 May).

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