Mint, orange, banana

Are we good?

This is the new tagline for the latest Frenzy condom television commercials. If you want to catch the three versions of these commercials, all you have to do is tune in to ETC, Studio 23 and other channels that are frequently watched by the younger audience. But in essence, this question is also something that the advertisers should ask themselves.

With regards to the storyboard, commercials on contraceptives particularly Frenzy condoms have been amusing. They know exactly how to catch the attention of their target audience, the youth. From the use of fresh and young endorsers to the vibrantly colored set and strategic airtime, the advertising of their products were well thought of. But nothing beats the image it was able to convey. Who would have thought that the use of condoms can be portrayed as hip and fun?

However, these strategies employed were also the main reasons why a controversy on this male contraceptive erupted early this year. It prompted religious and conservative groups like Human Life International and Family Media Advocacy Foundation to petition before the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) to ban the television and radio ads which promote the said products. But the results proved to be in favor of the advertisers as condom advertisements were demonstrated to be essential and beneficial as they help promote safe sex and disseminate vital information regarding sex education.

Still, the petition should have made the advertisers think twice about the impact that their commercials may have on society. One issue raised was the irresponsible use of media in promoting contraceptives as exemplified by a Frenzy condom TVC, where the act of purchasing condoms was likened to something as trivial as buying a candy from a candy store. Seeing this imagery aired every now and then inevitably leads to a distortion in society’s perception of the acceptable norm. It subtly implies that pre-marital sex can be equated to something so insignificant when in fact the consequences that individuals will face in the latter are a hundredfold more critical than suffering from tooth decay.

Yes, the commercials remind us that we have a choice to prevent the undesirable consequences that come with premarital sex but it also shows that it is as if our society no longer values the sacredness of the act itself. The condoms are publicized to be highly accessible to just about anyone, anywhere which is as good as saying that it is that easy to engage in the activity. We may be in a more liberated and open-minded society but to show that fornication is a widely accepted norm in our Philippine society is pushing it too far.

Furthermore, the hip and fun concept may be appealing to its target audience but it does not change the fact that it disregards the gravity and seriousness of the issue at hand. Although it does promote safe sex, it does not in any way remind the public that it only has 98% efficacy. The fact that there is still a slight chance of being unprotected is pushed aside when in reality, that relatively insignificant 2% ineffectiveness can drastically change a young couple’s life. Just because only one girl at the ripe age of 14 was faced with unwanted pregnancy or only two boys out of a hundred were infected with sexually transmitted diseases even after using condoms does not make matters any better.

It is but proper that the issue of responsible marketing must be addressed by advertisers. If alcoholic beverages and cigarettes are advertised with warnings like “Cigarette smoking is dangerous to your health”, I don’t see any reason why contraceptive advertisements cannot employ the same. It may reiterate the 2% ineffectiveness or it may advocate that the selling of condoms must be regulated and that it must not be sold to minors who by no means are ready to face the consequences it entails.

Corporate social responsibility must be done through a balancing off between the youthful appeal of the advertisement and the truth behind the implications brought about by the usage of such products. It is the least that can be done to counter whatever misconceptions the public may get from these advertisements. Only then will it be worthy to answer “Yes, we are good”