Posts Tagged ‘safe sex’

The Gap goes gay….

May 11, 2012

Ok, I know I have harped on about brands targeting The Gay’s recently but the Gap’s latest ad got my attention for two reasons. One I like Gap, I have fondness for the brand that goes back over years, when I moved to Sydney I was sorry to discover that they did not have stores here. That was rectified recently with a new store opening here. Ok so it’s not the biggest store and maybe I am getting a little too old for Gap clothes, but that said I did walk out of there a few weeks back with three new pairs of jeans and an armful of t-shirts. And reason number two this ad got my attention was of course the fact it features two rather nice looking chaps (no not those kind of chaps, that really would be taking Gap down a new path).

As a brand it has always been popular with gay community so I wonder why it has taken them so long to do something  like this, if they have done it before please someone do tell.

Back in the 90’s the brand had a real vibe of being cool as the kids would say, however it is fair to say it has lost that edge it once had and I assume it is now trying to recapture some of that vibe again, I’m not 100% convinced this will do the trick but I applaud them for going with an ad targeting the LGBT community.

The fact that even Obama has now come out in favour of same-sex marriage, might encourage even more brands to take the plunge and start showing same-sex couples in their campaigns (the Pink dollar is not to be scoffed at).

There is no doubt that there still a lot of mainstream homophobic prejudice out there so I understand that brands will need to weigh up the pro’s and con’s of targeting the LGBT community, but how many of them properly research and understand just how loyal LGBT consumers are to brand that support and are loyal to them?

And by that I mean brands that don’t just make a token effort to appeal to the community but commit to them as a loyal customer base that just might have a significant contribution to make in their brand’s efforts to reinvigorate sales and enlarge its customer base.

One obvious example of a brand that has taken a brave step in this direction is JCPenney, under its new “Fair and Square” tagline, it has gone against conservative pressure groups like One Million Moms by partnering with Ellen DeGeneres (she is gay by the way) and making her the brands spokesperson. In addition to this they recently featured a lesbian couple and their daughter on their Mother’s Day catalogue.

These may be baby steps but at least they are steps in the right direction…



February 24, 2010

Paul Freeman one of Australia’s best erotic photographers (he of the sexy Bondi and Outback books) has produced some very sexy and engaging images in a new health promotion campaign for this year’s Mardi Gras season. The campaign is titled BEFOREPLAY, and has been produced by ACON and developed by Frost*Design.

I think this creative is a step in the right direction in terms of moving forward safe sex messaging to a rather jaded audience. The “BEFOREPLAY” tagline is engaging and helps build saliency of the campaign and I believe most people will identify with the images in the ads (if you are going to talk about sex then why not show people having sex). I really do think the images make the creative more relevant to the target group.

And if you happen to apply Mike Hall’s PIS Model for evaluating communications these get a nice tick on all counts, The campaign is delivering a Persuasive message, it is Involving and it is certainly Salient. Furthermore the “take care of each other this summer” message from ACON will help build engagement with the overall ACON brand, which lets face it is a key objective of any advertising regardless of the message.

I am sure not all will agree with me, but if the ads provoke thought and prompt discussion, which I am sure they will, that is evidence that they are cutting through.

To get an overview of the entire campaign, visit

Slip It On…..

September 30, 2009


I love this new safe sex campaign created by Sydney-based agency Frost*Design for ACON.

The campaign’s core aim is to make gay men “go bananas for condoms”.  

It’s really eye-catching and engaging which is great as the whole “use a condom’ messaging has been done for so long now that it was getting harder and harder (no pun intended) to get this message out there and get it noticed. This is exactly what this campaign does. I think so many people are getting bored of condom usage ads – this one is so bright, fresh and fun that it’s almost impossible to see it “as just another boring safe sex ad”. It also works because of the innovative approach the campaign takes and the pop art-inspired imagery which has appeal across all ages. And the tagline, “Slip It On”, says it all

Check out this website to see more: