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?

Bringing sexy back

Sensual backs and bellies in ads may surprise some students and youths in the Athens area. Posted in the bathrooms of local restaurants and bars, these ads aren’t selling products, but are generating awareness for pro-social causes.

Safe Campuses Now, an Athens-based, non-profit organization that advocates crime awareness, prevention, and education for high school and college students, is utilizing the fact that sex in advertising doesn’t have to be limited to brands and products. To generate awareness about rape and sexual abuse, the organization’s most recent poster shows a portion of a young woman’s bare back with a tattoo visible just above the top of her jeans. The copy reads: “Just because you think she looks like she wants it doesn’t mean she wants it from you.” It goes on to make the point that you must listen to her and behave accordingly if she says “No.”

Another version of the same message exists, this time with a women’s exposed stomach and hip. It’s my guess that these ads really hit home with viewers. The sexy images draw in the target audience and delivers an important message.

Along with rape and sexual abuse, Safe Campuses Now deals with issues such as DUI prevention, alcohol and drug abuse, pedestrian safety, exercise safety, and tailgate safety. The campaigns are developed by volunteers, with the help of partner firm Snowden Tatarski, an Athens-based ad agency.

The PSA by Safe Campuses Now exemplifies how sex in advertising can be used to effectively reach audiences with important social messages.

--posted by Michelle Weidner