‘Safe sex” may – arguably – be something city government can properly promote. (Actually, there is really no area of personal behavior or choice from which the Bloomberg administration excludes itself.)
But there’s a clear difference between using taxpayer money to encourage the public to avoid risky sexual practices – and crafting a borderline-sleazy message to appeal to base instincts.
Yet the city’s Health Department opted for the latter in this year’s ad campaign pushing free condoms.
The slogan to go with the “NYC” logo on the condom wrapper? “Get some.”
Last Valentine’s Day, the department launched the free “NYC” subway-themed condoms with a 26 million giveaway – mainly in bars, retail stores, clinics and other establishments. “It will save lives and actually save money,” claimed Health Commissioner Thomas Frieden.
We’re hardly prudes, but if Frieden’s goal is to discourage unhealthy behavior, this is no way to go about it.
Yes, discussion of sexual behavior is uncomfortable. In authorizing San Francisco-based designer Yves Behar’s campaign, the city likely thought that a humorous approach was the best way to reach the public.
Indeed, last year’s campaign also used humor to promote public awareness; “get some” even appeared in some ads.
But this year, “get some” is the heart of the campaign and appears right on the wrapper.
That goes over the line.
The tacky double entendre suggests promiscuity as much as it does sensible condom use – a mixed message that goes against what even the most earnest supporters of “safe sex” advocate.
This is one ad campaign that needs repackaging.