Condom ad in MSU newspaper arouses controversy

Durex condom (photo: Rhinovirus via Flickr.com)

EAST LANSING — 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.