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How explicit do we have to get to promote better, safer, sex?

Posted by Tom Megginson | 7-02-2014 21:51 | Category: Health



How explicit do we have to get to promote better, safer, sex

You may want to put on your headphones, and watch your back, if you plan to watch this at work:

Just released by the International HIV/AIDS Alliance, this video is the latest in a series of attempts to make the safer sex message as sex-positive as possible.

According to The Independent:

The 60-second television spot, which has been described as one of the most provocative ads to be screened on British television, has already started tongues wagging amongst industry experts, and looks set to get pulses racing as well when it’s broadcast at 11.45pm and 12.05am on Friday night - the only terrestrial showing it will receive.


It’s a strategy guaranteed to get attention. (It got mine.) But what will the ultimate results be?

This is always a big question with “awareness” ads. People know they’re supposed to wear condoms for casual sex, or with untested partners. But why don’t they always do it? This ad shows people having great sex, but doesn’t really address the inconvenience, loss of sensation, or just plain awkwardness that are psychological barriers to using this particular barrier method of birth control.

At least “Come Together” tries to normalize safer sex as exciting, hot and intense. But any good sex should be. In the opinion of this jaded, cynical old cause marketing warrior, this “sexy” ad’s most likely results will be to help build the HIV/AIDS Alliance brand, as well as to help some creatives advance their careers. But at least we’re still talking about the issue.

Thanks to Tatjana for the tip!


Advertiser:
International HIV/AIDS Alliance
Agency:
Bluefrog, London
Source:
The Independent
Keywords:
- - -






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