Target: Bruce F. Fleming, Chief Marketing Officer for Church & Dwight Co., Inc
Goal: Stop showing only married couples in condom advertisements
In Trojan’s newest condom ads, the actors who are shown as sexually active all have prominently displayed wedding rings. While its efforts to portray condoms as sexy and not something that impedes good sex are commendable, Trojan is blatantly beating consumers over the head with the message that the couples featured in its ads are married couples and not individuals engaging in premarital sex.
The fact of the matter is that many people — including the majority of Trojan’s target audience — engage in premarital sex. Research shows that 95 percent of Americans have premarital sex. However, by only including images of married couples engaging in sexual activity in their ads, Trojan is sending the message that premarital sex is wrong. Sexually active unmarried people could feel judged or marginalized by the advertisements.
Trojan’s decision to only show married couples in their ads perpetuates society’s stigma against premarital sex. Even though it is an activity enjoyed by a huge proportion of American society, only 63 percent of Americans believe that sex between non-married people is morally acceptable. This is an increase from 2001, but it is still very low when compared to the percentage of the population that engages in premarital sex. Trojan should be working towards changing society’s stigma against premarital sex instead of going along with it.
Featuring unmarried couples in their ads could allow Trojan to challenge sex-negative parts of society, such as abstinence-only sex education programs in public schools that tell students to wait until marriage to have sex and also provide inaccurate information about contraceptives. Sign the petition below to tell Trojan to start featuring unmarried couples in its advertisements.
Dear Bruce F. Fleming,
Trojan’s recent marketing campaign only features married couples having sex in its advertisements. This sends a misleading and problematic message to consumers. Research shows that 95 percent of Americans have premarital sex; however, these people won’t see themselves reflected in Trojan’s advertisements. This could make them feel marginalized or judged.
We live in a largely sex-negative society, and instead of working within those parameters, Trojan should challenge stigmas against premarital sex. Trojan’s product is not just for married couples and should therefore not only be marketed towards them. I urge you to diversify your marketing campaign and challenge the notion that sex between married couples is somehow better or more morally acceptable than sex between non-married people.
[Your Name Here]
Photo Credit: BrokenSphere via Wikimedia Commons