While it is clear that the Center for Waste Management – Abu Dhabi (CWM) is valiantly fighting an uphill struggle to get the general public to dispose of household trash in a responsible manner, this attempt at an innovative public information campaign is not doing them (or us) any favours. Using comic strips to make unsavoury topics such as pest control and domestic hygiene more palatable is not a bad approach. But cramming cultural and gender stereotypes into six panels of patronising storyline is no way to go about it.