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Cal State's Plan to Distribute Condoms via Newspaper Shelved

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




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