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