Ask the doctor


Cal State's Plan to Distribute Condoms via Newspaper Shelved

Stephanie Birditt, the Advertising Salesgarner broad appeal. When trying to education
Director for Cal State Fullerton's collegethe entire student population on such an
newspaper, the Daily Titan, recently came upimportant topic, it�s important to not
with what was considered at the time to be arisk alienating some of that population by
savvy marketing move - partnered with theusing imagery or humor that they may find
Student Health Center, and advertised acrossoffensive. As such, I think this giveaway
campus, the newspaper would include a freeidea was smart, but poorly executed in its
condom with every issue of the November 14thadvertising. Advertising safe sex is not the
paper.same as advertising sex � one is an
adult issue while the other is a public
The idea behind the free condom event was tohealth issue. This advertising campaign
raise awareness about safe sex on campus andfailed  to  differentiate  between  the  two.
highlight the benefits and services of the
local Health Center on campus. According toMore importantly however, the idea WAS smart,
the Daily Titan editors, the giveaway wasand these bright students should not be
part of an important initiative on the campuspenalized or chastised for taking up what
to raise awareness about safe sex among youngmost consider to be a very worthy cause
college  students.� educating and protecting the student
population from sexually transmitted
The brilliant idea, however, quicklydiseases. That is the most important function
dissolved into a bit of a PR nightmare forof a college newspaper � to help spark
the school when administrators for both theideas and educate the student population on
college and the Health Center took issue withmatters that are important to them. Safe sex
some of the advertising that the paper wasis one of the most important issues among any
doing for the free condom event. Marketingstudent population. Studies have shown
material showing two stick figures incollege students to be among the most
missionary position was deemed offensive bysexually active demographics in America, and
the Health Center and they quickly backed outmany if not most do not have as much
of the deal, saying that they did not want toknowledge  as  they  should  about  safe sex.
be  associated  with  any  offensive imagery.
This innovative marketing event will help
In addition, the Dean of Students Bob Palmerspark conversation and awareness about safe
took issue with the idea, and recommendedsex, and the Daily Titan should be commended
that the paper include a free condom couponfor their part in adding to the discussion.
inside the paper instead of an actual condom.While the idea was not perfectly executed,
This coupon could then be taken to the campusthe administrators of both the college and
Health Center and, from there, they wouldthe Health Center should have been there to
pass  out  the  free  condoms.support and encourage their students�
ideas, not just throw cold water on it and
As an online condom retailer, does not adoptbail out of their agreement at the first sign
any specific political viewpoint or take aof any problems. Universities are founded on
stance on controversial issues. We leave thatthe concept of the free exchange of ideas and
up to others. However, as this issue directlyopinions, and college newspapers are the
concerns condom distribution which is at thevoice of their student population.
core of our business, I do feel that we canAdministrators should not work to muzzle that
comment on the issue from an experiencedvoice when they begin to talk about an issue
viewpoint.as  important  as  safe  sex.
Plainly put, there are valid arguments toFor more information visit: Cal State's Plan
back up both the newspaper�s and theto  Distribute  Condoms via Newspaper Shelved
Health Center�s actions. Without a
doubt, the advertising matertial created byis a leading online retailer of condoms,
the newspaper in advance of the distributionselling name brand condoms like Durex
of the Nov 14 issue should have been run bycondoms, Trojan, Lifestyles and Crown condoms
the Health Center to make sure that theyfor the best prices online. Buy the Best
approved of it. While I�m sure manyCondoms Online with Condom Man. Learn how to
people may have found the advertisingput on a condom, how to choose the right
humorous, the goal of this particular adcondom for you, and more.
campaign should have been to educate and



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