Reclaiming space for boys to be boys, the Sire campaign asked parents ‘Are You Giving Your Boys Enough Chance to Be Boys?’. The campaign implied that the way parents are being asked to raise boys is more neutering than neutral. Other parents, however, are relieved that non-gender-specific marketing has finally arrived. ‘Tough luck for the ‘women belong in the kitchen and boys don’t cry’ believers,’ says Sanne Botterweg from Amsterdam, an urban developer and mother of two.