Condoms and Religious Controversy

Case StudyPrudence Condoms in Brazil

Presented by: Daniel Marun - Country DirectorJuly 22nd, 2012

Pleasure Starts with Prudence Campaign 2009

Where / Media

SE: Outdoors / Frontlights

South: Outdoors / Frontlights / Bus stops

National: Magazines

The Controversy

• Billboard: South-East Region, City of Vitoria in the “Espirito Santo” state (“Holy Spirit”)

Legal Action• Criminal Charges: Abusive advertising and Offense to Moral:

– 6 Mo to 2Y imprisonment.– Pastor, Sheriff and D.A. => Same Pentecostal Church.

Results• Criminal Charges: Still Pending, under

investigation,• Advertisement: Zero Sex Appeal.

Controversial or not???• Outdoor media: In other regions

Controversial or not???

• Outdoor media: In other regions

... Controversial

• In the South “Rio Grande do Sul”

Civil Action• Advertising Auto Regulation Council South

Region– Complaint: Abusive advertising, excess of sexual

appeal.• Defense:– Prejudice against the product,– The “abuse” is in the eye of the beholder”!

Case Veredict:

• Clearance of the charges and ethical approval of the campaign. No ethical or moral infringements!

Thank you.