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