In 2014 Target was met with harsh backlash after they unveiled plans to introduce gender-neutral signage in many of their stores. These ads aim to dismiss the resistance towards the shift by clarifying that the change is only affecting the bedding, electronics, and toy departments. Familiar, food-based language and imagery was selected to enforce the notion that, to many individuals, gendered social norms are simply limiting, inhumane constructs, comparable to a cramped hen cage on a factory farm. Imagery depicting ordinary goods beyond their conventional packaging paired with a single line of copy creates the link between issues and helps drive this concept.