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Condoms and Religious Controversy

Condoms and Religious Controversy. Case Study Prudence Condoms in Brazil Presented by : Daniel Marun - Country Director July 22nd, 2012. Pleasure Starts with Prudence Campaign 2009. Where / Media. National : Magazines. SE: Outdoors / Frontlights.

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Condoms and Religious Controversy

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  1. CondomsandReligiousControversy Case Study PrudenceCondomsin Brazil Presentedby: Daniel Marun - Country Director July 22nd, 2012

  2. Pleasure Starts withPrudenceCampaign 2009

  3. Where / Media National: Magazines SE: Outdoors / Frontlights South: Outdoors / Frontlights / Bus stops

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

  5. Legal Action • Criminal Charges: Abusive advertising and Offense to Moral: • 6 Mo to 2Y imprisonment. • Pastor, Sheriffand D.A. => Same Pentecostal Church.

  6. Results • Criminal Charges: Still Pending, under investigation, • Advertisement: Zero Sex Appeal.

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

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

  9. ... Controversial • In the South “Rio Grande do Sul”

  10. 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”!

  11. Case Veredict: • Clearance of the charges and ethical approval of the campaign. No ethical or moral infringements!

  12. Thankyou.

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