A billboard removed for its "sexist" and "archaic" message has been updated by a floor company to highlight the work of a leading rape charity in the county.

Garage Floors Direct has donated its billboard space on Bury Road roundabout in Ipswich to Suffolk Rape Crisis (SRC) following the removal of the controversial advert. 

SRC sent a letter to Garage Floors Direct and Billboard Media UK after spotting the advert which showed a female in a short skirt fixing a car.

In the letter, they stated the 'so easy to lay' message played into archaic stereotypes that perpetuate the culture of rape.

Ipswich Star: The sign now states: It was sexistThe sign now states: It was sexist (Image: Suffolk Rape Crisis)

This billboard has now been changed to state: "It was sexist" with "just a joke" crossed out.

Garage Floors Direct acted swiftly to remove the billboard and proposed to work with Suffolk Rape Crisis.

A spokesman said: "We wanted to do something positive for the local area.

"We thought it would be a nice gesture to offer Suffolk Rape Crisis an opportunity to promote their work in the community whilst raising awareness for their cause."

A spokesperson from Suffolk Rape Crisis said: "We were impressed with the prompt removal of the billboard and supportive response from Garage Floors Direct.

Ipswich Star: The advert which was taken down following the letterThe advert which was taken down following the letter (Image: Suffolk Rape Crisis)

"After engaging in extensive conversations with them, we understand that it was an honest error on their behalf, and we appreciate their donation that enables us to raise awareness for our cause."

Suffolk Rape Crisis receives approximately 30 new referrals each month, with over 300 women on the waiting list for SRC to receive support.

They are urging those affected by the campaign to support the upcoming Reclaim The Night event on December 7, an annual march held to promote women's safety and challenge the societal narrative surrounding sexual violence.

The spokesperson for SRC continued: "We implore those who have been affected by this story to join us.

"We need more funding to manage the demand for services.

"We want to provide support to women in a much quicker timeframe."

Ipswich Star: The advert is based on the roundabout at Bury Road in IpswichThe advert is based on the roundabout at Bury Road in Ipswich (Image: Suffolk Rape Crisis)