Finland’s “Places”  AIDS campaign moves to video, excludes gay men

Posted by Tom Megginson | 18-10-2012 18:08 | Category: Health


The ad, above, is part of a campaign by the Finnish AIDS Council that we featured here in February.

The use of Facebook Places iconography is clever, but one reader called it “one of the worst cases of slut shaming I’ve ever seen”.

Now, video versions of the campaign have emerged. You can see them after the break.


Interestingly, the video version does not appear to have the anal sex version, aimed at gay men, that was part of the print. While I questioned the need to have a bum-specific version in the static version (since everyone who has sex with men comes into contact with a penis), in this case the two-partner portrayal is definitely missing the gay message. (For women, too, even though they’re the lowest risk group.)

Finnish AIDS Council
McCann Helsinki

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)