| |
| |
Pigs with
Cell Phones, but No Condoms |
|
|
|
A new Trojan condom
campaign will debut tonight on ABC, NBC and nine cable channels. But despite
running a previous Trojan ad linking condom use to
HIV
prevention, Fox and CBS rejected the new spot.
Trojan's new campaign uses anthropomorphized pigs in a bar, one transforming
into a handsome human when he procures condoms for the evening. The message:
"Evolve. Use a condom every time."
"We have to change the perception that carrying a condom for women or men is
a sign they're on the prowl and just want to have sex," said Linda Kaplan
Thaler, whose agency created the campaign.
In a letter to Trojan, Fox said: "Contraceptive advertising must stress
health-related uses rather than the prevention of pregnancy." A CBS letter
said, "While we understand and appreciate the humor of this creative, we do
not find it appropriate for our network even with late-night restrictions."
Media critic Mark Crispin Miller, who teaches at New York University,
blasted this as "so hypocritical." "Fox and CBS and all of them are in the
business of nonstop soft porn, but God forbid we should use a condom in the
pursuit of sexual pleasure."
"People to this day are embarrassed," said Trojan Vice President of
Marketing Jim Daniels. "Right now in the US only one in four sex acts
involves using a condom," he said. "That's dramatically below usage rates in
other developed countries. Our goal is to dramatically increase use."
The Evolve pigs "are a symbol of irresponsible sexual behavior, and are
juxtaposed with the condom as a responsible symbol of respect for oneself
and one's partner," Daniels said. In addition to the TV commercials,
campaign ads will be published in 11 magazines, and seven Web sites. All
highlight a link to the Web site
trojanevolve.com.
|
|
|
|
New York Times
(06.18.07):: Andrew Adam Newman |
| |
We are providing the above information as a public
service only. Providing synopses of key scientific articles and lay
media reports on HIV/AIDS, other sexually transmitted diseases
does not constitute endorsement. The above summaries were prepared
without conducting any additional research or investigation into the
facts and statements made in the articles being summarized, and
therefore readers are expressly cautioned against relying on the
validity or invalidity of any statements made in these summaries. This
CDC HIV/STD/TB Prevention News
Update also includes information from CDC and
other government agencies, such as background on MMWR articles, fact
sheets and announcements. |
|
|
