Sexy matron advert a bit of fun, says bus company

The West Midlands-based Diamond Bus Company described the advert – which pictures a blonde wearing a figure-hugging Ann Summers-style dress alongside the slogan "Ooooh matron!" – as harmless fun designed to promote a route serving a hospital.

But local nursing representatives and Worcestershire Acute Hospitals NHS Trust have called on Diamond to axe the "degrading" image from the back of its buses.

A spokesman for the NHS Trust said a number of nurses had been upset by the advert, which they felt presented their profession in a derogatory manner.

"We have asked that these advertisements be removed and we are very disappointed that the bus company has declined our request," the spokesman said.

The advert on services linking Worcester city centre with the Worcestershire Royal Hospital was also criticised by the local branch of the Royal College of Nursing.

Shaunee Irvine, a nurse and Royal College of Nursing steward at Worcestershire Royal Hospital, said: "Using this kind of imagery to portray nurses is cliched and, frankly, an insult to the intelligence of most people, and it's clear that it demeans nurses and devalues the nursing profession."

But Stephen Bryce, Diamond's head of operations, said the promotional campaign was intended to make people smile and he added: "We wanted to create a bright and positive brand that would not only attract passengers from our competitors but also encourage car-users to use the bus."