EAST LANSING — An advertising insert placed in the Michigan State University student newspaper, The State News 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 a banana.
The advertisement directed readers to a Web site which requires certification that the visitor is 18 or older. It 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. "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 challenged the criticisms.
"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.
"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 also defended the ad.
"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."
Martel disagrees, "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 on not getting people to talk at all."
He said the ads are difficult to understand and inhibit a full conversation. "These ads create misperceptions about sex and sexuality. I don't see how this creates dialogue."
Martel pointed 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 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.
