Condom Ad in Michigan State University Newspaper Arouses Controversy

An ad campaign promoting Durex condoms to students at the Michigan State University misses a chance to educate, say some health care providers.

EAST LANSING, Mich. – An advertising insert placed in the Michigan State University (MSU) student newspaper, The State News, on Thursday, Nov. 13, is raising eyebrows among health educators.

Durex condoms
initiated a national advertising campaign called Durex U with an insert
that encouraged students to "major in sex and you could score $25,000."
The ad promoted a sweepstakes with prizes that included "trips,
entertainment and other diversions to heighten your education." It also
prominently featured a drawing of a man and two women in the back seat
of a convertible with strawberries, whipped cream and banana.

The advertisement directed readers to a web site, DurexU.com,
which requires certification that the visitor is 18 or older and
includes the illustration pictured in the ad, along with depictions of
couples, covered by sheets, having sex in bed and on a football field.

"We believe that such an overt stereotype of college students
engaging in casual sex does little to help us educate our population
about healthy sexuality. The overt sexism is also not conducive to the
environment we work to create on campus – one that is inclusive of all
genders and sexual orientations," said a statement released by MSU Olin Health Center’s educators, Dr. Dennis Martel and Erica Phillipich.

"This ad and Web site provide only clearly heterosexual scenarios
and the physical act of having sex; while allowing for no discussion,
no communication, and no education regarding consent between partners
or safer sex strategies," the statement continued.

"It always disappoints us when a condom company has an opportunity
to promote comprehensive and responsible sexual health information,"
said Lori Lamerand, CEO of Planned Parenthood of Mid and South Michigan,
in a phone interview. "It’s too bad when that is missed. It seems like
it wouldn’t have been hard to catch attention and include responsible
messages."

But Durex representatives challenge the health educator’s characterization of the advertisement.

"This campaign is not for the faint of heart, and it definitely was
created to speak to a certain target audience – one with a definite
sense of humor and an appreciation for out-of-the-box creative," said
Steve Mare, brand manager for Durex Consumer Products.

Mare declined an interview, opting instead to issue the statement in
a release through the company’s public relations contractor, Jennifer
Grizzle.

"We gave our agency, Youthography, the freedom to develop an ad
campaign that, while a bit edgy, speaks directly to this audience and
gets them thinking about their sexual well-being which is a balance of
physical, emotional and sociological factors."

The Los Angeles-based Youthography is also defending the ad.

"The Durex U campaign was developed to talk to those men and women
who seemingly get bombarded with suggestive and often irresponsible
messages in movies, TV and online mediums," said Jeff Roach, vice
president of strategy for Youthography.

Roach’s statement was also included in the release from Durex. "The
ad was clearly an outrageous and exaggerated situation that doesn’t
exist in everyday life. It was meant to be thought-provoking and invoke
reactions regarding the consequences of irresponsible behavior."

"I think there are other ways to invoke conversations and get people
to talk about responsible and healthy sexuality than to do outrageous
ads that border not getting people to talk at all," said Martel, the
MSU health educator. He said the ads are difficult to understand and
thus inhibit full conversation. "These ads create misperceptions about
sex and sexuality. I don’t see how this creates dialogue."

Martel said Olin relies on "evidence-based" education practices.

"We use cutting-edge and funny sides too, but they are based on
data, and we use effective interventions that are proven," he said. "We
don’t go to an ad agency and say how do we promote our product. We have
a philosophical difference in how to promote condoms."

Martel points out the advertisement implies the use of whipped cream
with condoms is OK. However, whipped cream contains oil, which has been
shown to degrade latex condoms, causing failure which can lead to
infections and unintended pregnancy.

"Whatever their strategy in thinking outside the box, everyone has a
responsibility to promote responsible behavior," Martel said in a phone
interview.

Craig Covey, CEO of the Midwest AIDS Prevention Project (MAPP) said he found nothing wrong with the advertisement.

"I find the ad kinda fun and cute. Since it is for condoms, I would
support the ad. [MAPP is] not anti-sex, but rather pro-safer sex," he
said in an email.