Former Childline volunteer slams Costa Coffee cartoon of trans man with mastectomy scars as glorifying irreversible surgery which is 'dangerous and damaging' to young girls

• e-mail

A former Childline volunteer says a cartoon image of a transgender person with mastectomy scars used on a Costa Coffee van is 'glorifying' surgery which is 'dangerous and damaging' to young girls. 

The image, depicting an androgynous-looking character wearing long shorts with scars below each nipple, is taken from a mural designed by the chain for Brighton and Hove Pride last year.

Costa defended its use of the image to promote 'inclusivity and diversity' but was branded 'crass and irresponsible' and 'absolutely bonkers' amid a flood of calls to boycott the company on social media.

Former volunteer counsellor with the charity Childline, James Esses, today hit out at the use of the image due to the impact it could have on breast cancer patients who have had to undergo mastectomies. 

He also slammed it as 'dangerous' to young girls 'who may already despise their bodies'. 

'It's absolutely crazy,' Esses told TalkTV. 'When I first saw the image yesterday I was hoping and praying that it was some sort of wind up, that it had been photoshopped, but I knew in my gut that it was true because we're seeing this time and time again from these corporations.

The image, depicting an androgynous-looking character wearing long shorts with scars below each nipple, is taken from a mural designed by the chain for Brighton and Hove Pride last year

James Esses slammed it as 'dangerous' to young girls who may already despise their bodies

Esses told TalkTV: 'When I first saw the image yesterday I was hoping and praying that it was some sort of wind up'

'This cartoon is offensive for two reasons. Firstly the impact it's having on women who have had to undergo mastectomies for example for breast cancer and here they are basically looking at the glorification of removing healthy breasts.

'But more importantly is the impact this is having on children being surrounded by this imagery and having it basically said to them as young girls, 'well look you can get your breasts chopped off, you can become a man and you can be happy and even feel euphoric as a result of this.' 

'It's so dangerous and damaging particularly to young girls who may already despise their bodies.'

Maya Forstater, who is on the board of human-rights organisation that campaigns for clarity on sex in law and policy Sex Matters, also agreed the image was 'shocking and irresponsible'.  

'Young women are being sold a lie that if they have their breasts removed and take hormones they can become men, or at least avoid being women,' she told the Telegraph.

Helen Joyce, the director of advocacy for Sex Matters, added: 'It's disgustingly irresponsible of Costa to suggest-sell - even glorify - mental distress, bodily dissociation and self-harm among teenage girls.'

James Esses said the image was glorifying irreversible surgery on healthy breasts

He said: 'This cartoon is offensive for two reasons. Firstly the impact it's having on women who have had to undergo mastectomies'

Defending the decision to use the image, a Costa Coffee spokesperson said: 'At Costa Coffee we celebrate the diversity of our customers, team members and partners. [...] The mural, in its entirety, showcases and celebrates inclusivity'

Opinion has been divided on the image, with some defending it. 

Labour MP Lloyd Russell-Moyle earlier told TalkTV that the image used 'is a body that exists in society and all of those things should be celebrated so people feel comfortable.'

He added: 'There are many reasons why people have double mastectomies and there should be a medical process to ensure it happens safely and if that process has happened then I don’t think it’s for you or I to be judgmental about that. 

'It's about us celebrating the diversity of how people live not how we want people to live in a perfect world.'

Last night Costa said the controversial image was 'a snapshot of a wider mural that was commissioned last year' for Brighton and Hove Pride, to 'celebrate diversity and inclusion'.

The company, bought by Coca Cola in 2019 and which is sponsoring the East Sussex seaside town's 2023 Pride event this weekend, said its Costa Express coffee-selling van 'is currently wrapped in part of the mural'.

Defending the decision to use the image, a Costa Coffee spokesperson said: 'At Costa Coffee we celebrate the diversity of our customers, team members and partners.

'We want everyone that interacts with us to experience the inclusive environment that we create, to encourage people to feel welcomed, free and unashamedly proud to be themselves. The mural, in its entirety, showcases and celebrates inclusivity.'

MailOnline has contacted Costa for further comment.