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These revenge porn ads seem a little too sexy

These revenge porn ads seem a little too sexy

I use my iPhone to text daily, but it took me a minute to figure out that these women were split up by the familiar “talk bubbles.” Then I had to admit to myself that I was instinctively distracted by all the skin on display.

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This is a common problem for social marketing campaigns that talk about certain kinds of sexual abuse. Since the actual abuse is based on what may have once been a private sexual communication, the ads can easily become a little too “saucy.” I think that’s what is happening here. However, the other two executions in the campaign (why did there need to be three?) add a disturbing element of embarrassment and hurt in the subject:

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The ads were created for the municipal government of Curitiba, Brazil, by Master Comunicação. The CD, AD, Copywriter and Photographer were all men. (Three women are credited in Production roles.) Could this be why they seem to promote, rather than damn, revenge porn?

I’m not sure we’ll be able to separate the awfulness of the crime from titillating curiosity anytime soon, though. Mashable just reported how British journalist Anna Richardson posted nude photos of herself on a revenge porn site to experience the horror of being viewed and commented on by strange men. It’s a bold act of gonzo journalism, but the video preview also plays up Ms. Richardson’s sexuality. I imagine the TV documentary will too.

So how can we effectively combat this form of sexual assault in social marketing? Well, I’m not typically one for shock tactics, but it seems to me that we need to make people feel the ugliness and psychological violence of what it means to share someone’s intimate photos without permission. It would be quite a worthwhile challenge.

All images via Ads Of The World

 

 

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more
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