Partnership for a Drug-Free America, David
An unkempt young blond man named David addresses the camera in documentary style and says, "I guess I didn't really think about it, you know? I ended up buying heroin. I used (it), then I lost my job, had to go on the street, you know. I had to have sex... with men... for money, to support my habit." At that horrible thought, he starts crying like a baby.
Text on the screen reads, "Heroin. It may not kill you but it will take your life."
David finishes, "I wish I didn't have to be like this. There was a time before this and I want to get back there."
Though the commercial's intent is to discourage drug use, its other message seems to be that the worst possible depth a man could sink to is to have sex with other men. By using the male-male sex example, the ad appears to try to use homophobia as an additional motivator -- its main fault.
Even though the campaign won an award from the Art Director's Club, the Partnership was approached by the Gay & Lesbian Alliance Against Defamation to modify this commercial to keep the focus on the drug issue. The Partnership agreed and made the suggested change.
Homosexual sex should not be portrayed as the biggest fear or the worst ourcome of drug addiction, because it is not. This pubic service announcement does a disservice. I'm surpised and disappointed that more people don't see it this way.