Sexual social marketing for HIV/AIDS

Controversy is brewing about some sexually explicit posters hyping the Minnesota AIDS Walk. The organization is using skin to create awareness about the event, and headlines such as "How much will you raise?"

The campaign also includes outtakes of the photo shoot that are posted on YouTube. The videos will probably raise as much if not more awareness than the posters.

Brent Mackie's masters thesis contains a comprehensive review of sexually-explicit promotional approaches for HIV/AIDS campaigns. The idea, especially for the posters, is to grab attention and raise attention among those in the target audience. Some people think the sexual approach stereotypes Gays and that advertisers should appeal to our higher instincts. But Mackie's interviews with campaign organizers reveal that they believe the materials should speak directly to the people most at risk--young Gays in this case.

If creating attention and awareness are the goal, these messages will effectively spread the word.

"OM3!" CW hypes Gossip Girl threesome

I missed the episode, but looks like Dan got entangled in a menage a trios in the most recent episode of "Gossip Girl." CW is hyping the episode with promos hearlding "OM3!" instead of it's usual "OMG."

Ad Age's Brian Steinberg asks, "So why is it that whenever TV shows depict people engaging with multiple sexual partners (not particularly common, mind you, on ABC and the rest), the critics come out in force?" He's refering to condemnation from the Parents Television Council.

It's clear in this case that viewer age is the vital concern. Today, adults can handle sexual themes. With kids, however, showcasing threesomes is a different matter. Kids learn from what they see on TV. They might not go out and "do it" (immediately), but they'll think about and likely come to the conclusion that it is more prevalent among teens than in reality.

More important, CW is trying to attact teen eyeballs. How better to do that than with sex?

Hitler has sex in a shocking AIDS PSA

Wow.

This extremely steamy AIDS awareness PSA featuring Adolf Hitler is almost too much to handle.

I’m not alone: The spot is creating media attention and controversy among AIDS groups. The PSA, designed to make its splash during World AIDS Day (Dec. 1) reportedly will be aired in Germany after 9 PM because of its sexual content. The campaign—which also contains posters of Saddam Hussain and Josef Stalin, was designed by the German agency “das comitee” to be very hard hitting. That goal is achieved. Some groups are complaining that the spot stigmatizes AIDS carriers and associates them with mass murder.

The spot is likely to draw in viewers with its nudity and graphic carnality. Viewers only see the man’s face—that of Hitler—at the very end.

"If it plays in Singapore..."

...it may not play in the States." That's the latest reaction to the accompanying Burger King ad for the "Super Seven Incher" meal deal that ran in Singapore. Not to disappoint my subliminal friends, but the ad's sexual meaning is clearly evident. Burger King has been attractive negative attention for its viral Whopper Virgin campaign, and well as "square pants" commercials. Mainstream media and blog reactions, as well as those of franchisees, are critical of the sexual and otherwise offensive themes in BK ads. The quick-service brand and its advertising partners agreed to tone down the sexual content but promise to continue a quest for "edgy" to build and maintain share.

What do you see in this billboard?

That's the question puzzling Athenians recently as they leave downtown. A second question quickly follows: "And what does she (and what's she's doing) have to do with a credit union?"

Credit Flagpole's Chris Hassiotis with the picture and printing both questions in the June 10 issue. Answer #1: A woman looking for change in her dryer. Answer #2: Well, the credit union's VP of marketing said it was one of several images in the the campaign targeted to college students who are, you know, always scratching for a couple bucks.

According to Hassiotis' lead, the image has tickled the male imagination, or at least triggered thoughts within both sexual and sexist contexts. But others see something else entirely. "It's funny to me," said the CU's VP, "...It's a girl who's fully clothed. The advertising is of someone fully clothed. I mean, I'm a Sunday school teacher."

Which begs the question, when is a young woman on all fours with her head stuck in a dryer just a young woman on all fours with her head stuck in a dryer?

Universities offering more educational opportunities to attractive students

In a recent posting I noted the trend toward increasing enrollment during sluggish economic times appears to be limited to physically attractive people. Recent ads for graduate schools are featuring students with big smiles, tans and tight tops. Are these model actual students or are the staffs of university public affairs departments borrowing a page from product advertising? The models in ads for degrees including doctorates are just as likely to populate the pages of talent books.

Download yourself to AX's lust land

Armani Exchange is leaving no male backside covered in its Summer 2009 campaign. More important, those who what to surround themselves with these images can download them to their computers and mobile devices as screensavers, icons, wallpaper and badges.

Imagine slightly more European models in Abercrombie catalogs and you have the AX campaign. Instead of just boys romping together, this time the protagonist is a woman and she’s doing her best to straddle, kiss, embrace, and get her way into two men’s pants.

AX is branding itself as sexy, playful and chic with a summer twist. It’s a land of tan chiseled men and sexually assertive women, all who wear Armani when convenient. For those who want to be part of this scene, who find these images compelling, they can download these lustful images into their lives and share them with friends. No more tearing pages from Cosmo and tacking them to the bulletin board. In this way digital technology allows advertisers to infuse their brand images beyond the pages of a magazine.

Text AX to ARMANI [276264] for image download/signup. Downloads are free. Text AX requires opt-in for up to 3 messsages p/mo. Standard rates/data charges may apply. Participating carriers only.

AX is simply branding its clothing: “This is how we think of our brand and how we want to be perceived.” Just good old sex-in-fashion-advertising. But these images also communicate messages about social and sexual norms and ideals. And with the power to surround oneself with these images, the stronger is their power to resonate with consumers.