Home - AdRespect Advertising Media Program
leftendAbout the AdRespect Advertising Media ProgramAdRespect Advertising Media Program Ad LibraryAdRespect Advertising Media Program ResourcesDonate to the AdRespect Advertising Media ProgramContact AdRespectJoin the AdRespect Advertising Media ProgramMember logon to the AdRespect Advertising Media ProgramAdRespect Advertising Media Program
spacer
paid advertisement



Gay/Lesbian health awareness - Kiss

Company: AIDS Committee of Toronto
    View Company Scorecard | Contact Company
Brand: Gay/Lesbian health awareness
Ad Title: Kiss
Business Category: Health Organizations
Media Outlets: Print
Poster/Outdoor
Country: Canada
Region: North America
Agency: Naked Creative Consultancy
Year: 2001
Target: Gays
Company: AIDS Committee of Toronto
    View Company Scorecard | Contact Company
Brand: Gay/Lesbian health awareness
Ad Title: Kiss
Business Category: Health Organizations
Media Outlets: Print
Poster/Outdoor
Country: Canada
Region: North America
Agency: Naked Creative Consultancy
Year: 2001
Target: Gays
none

This print and outdoor ad for the largest AIDS service organization in Canada debuted during Gay Pride and brought the wrath of the maker of Marlboro cigarettes, Philip Morris. It parodies the popular brand's Marlboro Man campaign and borrows of the well known slogan, "Welcome to Marlboro Country."

"In the look and feel we believe it's very similar and it concerns us," National Post quoted Robert Kaplan, Philip Morris's director of communications, saying. "We object to any unauthorized use of our intellectual property." He added, "We have no problem with the cause, we understand the importance of the cause ... it's more about the use of what feels like something that's very similar to our own intellectual property."

In response, Charles Roy, executive director of ACT, said, "Our ad tried to be a parody on any number of ads that have been running over the past 30 years that target a macho male image. There are truck ads that have cowboys and bales of hay and horses. Any kind of consumer product that targets men has a tradition of using this macho male cowboy image, and cigarette companies, when they were able to advertise in Canada, were no exception."

He said ACT checked with lawyers before the campaign and that they said it would not infringe any copyright.

The Toronto Transit Commission also registered several hundred complaints against the ads, which were supported by $400,000 (Canadian).

none

Paul , Orlando
While I like the image, this is one of those double-edged swords. The target audience of gay men hopefully see it as a warning to be careful, but non-gays might tend to read it as "men being sexual with other men has caused a rise in HIV in Toronto."

Scott , Sidney, IA
It makes it look like it's only two gay men that transmit HIV. To keep it fair, why not put a lesbian couple and a male/female couple in same ad. HIV doesn't discriminate, so why should the ad?

John Davison , Toronto
As part of the task force who delivered this campaign, I thought it might he helpful for you to know that this campaign was designed as a response to health department data that showed a huge spike in new infections among "men who have sex with men." The men-only target was deliberate.

none


Welcome to Condom Country
Company: AIDS Committee of Toronto
Brand: Condom Country Awareness Campaign
Country: Canada
Region: North America
Year: 2001


More Than Just His Phone Number
Company: Center for AIDS Research
Brand: Gay/Lesbian health awareness
Country: United States
Region: North America
Year: 2007


Tony Kushner
Company: Cable Positive
Brand: Gay/Lesbian health awareness
Country: United States
Region: North America
Year: 2006


Whoopi Goldberg - Cool
Company: HIV Forum and Callen-Lorde Community Health Center
Brand: Gay/Lesbian health awareness
Country: United States
Region: North America
Year: 2006


Susan Sarandon - Talk About It
Company: HIV Forum and Callen-Lorde Community Health Center
Brand: Gay/Lesbian health awareness
Country: United States
Region: North America
Year: 2006


Susan Sarandon - Love and Respect
Company: HIV Forum and Callen-Lorde Community Health Center
Brand: Gay/Lesbian health awareness
Country: United States
Region: North America
Year: 2006


Rosie Perez - Love Yourself
Company: HIV Forum and Callen-Lorde Community Health Center
Brand: Gay/Lesbian health awareness
Country: United States
Region: North America
Year: 2006


Amanda Peet - Positive
Company: HIV Forum and Callen-Lorde Community Health Center
Brand: Gay/Lesbian health awareness
Country: United States
Region: North America
Year: 2006


No Action Without Protection
Company: Swiss Federal Office of Public Health
Brand: Gay/Lesbian health awareness
Country: Switzerland
Region: Europe
Year: 2006


No Action Without Protection - Male
Company: Swiss Federal Office of Public Health
Brand: Gay/Lesbian health awareness
Country: Switzerland
Region: Europe
Year: 2006


none

Submit An Ad Test An Ad Rate An Ad Post Comments
space
© 2001 - 2014 AdRespect Advertising Education Program. All rights reserved.
Other works which appear on this site are the property of their various owners and are used for educational purposes, with no commercial intent.
space
Legal Statement and Terms of Use
Designed & Powered by Videotex


paid advertisement
paid advertisement