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Condoms and Religious Controversy
Case StudyPrudence Condoms in Brazil
Presented by: Daniel Marun - Country DirectorJuly 22nd, 2012
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Pleasure Starts with Prudence Campaign 2009
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Where / Media
SE: Outdoors / Frontlights
South: Outdoors / Frontlights / Bus stops
National: Magazines
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The Controversy
• Billboard: South-East Region, City of Vitoria in the “Espirito Santo” state (“Holy Spirit”)
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Legal Action• Criminal Charges: Abusive advertising and Offense to Moral:
– 6 Mo to 2Y imprisonment.– Pastor, Sheriff and D.A. => Same Pentecostal Church.
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Results• Criminal Charges: Still Pending, under
investigation,• Advertisement: Zero Sex Appeal.
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Controversial or not???• Outdoor media: In other regions
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Controversial or not???
• Outdoor media: In other regions
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... Controversial
• In the South “Rio Grande do Sul”
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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”!
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Case Veredict:
• Clearance of the charges and ethical approval of the campaign. No ethical or moral infringements!
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Thank you.