Now that the audience has been targeted, now what?

Following the material from this module, it's difficult to keep myself from thinking ahead to developing our campaign. I would liked to share some of the treasures I have found regarding sexual health campaigns from the past and present that target the age group of our target audience.

As I noted to the group earlier today, a TV commercial (sponsored by Glaxo-Smith-Kline) began running within the last week with the intention of increasing awareness for cervical cancer. Here's the link for you to view this ad:

http://www.tressugar.com/Cervical-Cancer-Perfume-Commercial-From-Oscars-7662359

Apparently, this and two other GSK commercials were aired during the 2010 Academy Awards show on March 7th. Here are the two other ads:

http://www.youtube.com/watch?v=d9lFRLWCPTU

http://www.youtube.com/watch?v=gq-EAf7kjS8

The "Perfume" ad has already been met with criticism as some feel the ad communicates that women are shallow and easily enticed by things that appeal to materialistic values.

http://www.mmm-online.com/gsk-launches-surprising-cervical-cancer-ads/article/165372/

While I understand this point, I disagree on two levels. First, the truth is often offensive. As a society, both male and female, the US is widely materialistic: always looking for the better car, bigger house, the newest gadget, and fancier purse. I don't believe the "materialistic" suggestion targets women specifically over men; however, I think it's safe to say that cervical cancer is discriminating. Of course, the ad will target women. I assume they could easily target men with a similar ad for prostate cancer or testicular cancer as well.

Second, I believe the analogy of the enticing perfume parallels well to the enticement of romance and physical intimacy that most women desire in romantic relationships. Many of us women, especially young women, are easily disillusioned by our rush of emotions and justify making unsafe sexual choices with the people we (would like to believe we) love. This ad successfully interrupts this thoughtless dream sequence with a bite of reality that needs to be considered logically. Cervical Cancer is a very serious and real consequence of unsafe sexual behaviors that can be easily prevented in a variety of ways. As women, we seriously need to wake up.

Here are some other articles that discuss some of the controversy surrounding these ads and other ads by Merck (for Gardasil HPV vaccine):

http://www.naturalnews.com/028286_Merck_advertising.html
--> Source - http://indiatoday.intoday.in/site/Story/76944/Lifestyle/Vaccine+no+guarantee+against+cervical+cancer.html

http://www.pharmalot.com/2009/12/glaxo-pulls-cervical-cancer-ads-in-india-report/

The following article suggests that the commerical market for cervical cancer prevention is wide open for pharmaceutical companies and health promotion agencies alike to capitalize:

http://www.bioportfolio.com/news/datamonitor_37.htm

Here's one more cervical cancer prevention ad I found that has no ties to GSK, Merck, or any other pharmaceutical company:

http://www.youtube.com/watch?v=6S_tPoYJsAc

Shannon