PLACES for women (english) from McCann Worldgroup Helsinki on Vimeo.
A clever new PSA by the AIDS Council was released recently in order to promote safe sex to young adults by using FourSquare, a location-based social media site. The ads feature a couple’s steamy build up to sex, yet just as the final article of clothing is about to be removed, a notification from FourSquare pops up to alert the viewer that “Ryan Smith and 19 others were here”, or “Cathy Mills and 34 others were here”. The PSA acts as a reminder to the viewer that you’re probably not the first to “check-in” when it comes to sex.
The ad clearly targets a young adult audience, which is vital considering that nearly half of all sexually active teens and young adults will contract an STI by age 25. While the Public Service Announcement has a fresh and youthful take on safe sex promotion, not all feedback to the ads has been positive. Rebecca Cullers of AdWeek pointed out that one doesn’t need to sleep with someone who’s had 34 partners to contract a STI. All it takes is one positive partner.
“The main problem I see is that the ads play off fear and contribute to the stigma of sexual promiscuity. We should take care to remember that while your number of partners may increase your chances of getting an STD, it only takes one. Or none, if you’re born positive. So really, there’s no excuse for not wearing a rain jacket,” Cullers states.
Whether you’re with one partner, 19, or 34, the message is to keep it safe. Check out the PSA and learn more about AIDS Council by visiting their website.
PLACES for men (english) from McCann Worldgroup Helsinki on Vimeo.
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