I was shocked the other day when a client said that we couldn’t use a particular word in our communications campaign because they thought it was offensive – not that the intended audience would find it offensive, but people in their office would.
As if that wasn’t enough to annoy me, another client called me into their office for me to assure them that we would deliver a creative product for their campaign. This in itself doesn’t seem bad (though as a creative agency, it’s a bit offensive to be asked if you know how to deliver a creative product), but later that same day, I saw some other products they produced with another agency which was truly atrocious! And then my fear set in, if that’s what they thought was creative, would they approve the products we’re producing?
I also got into a little bit of a twitter rage when someone I follow retweeted something someone they follow (I assume) that basically said promotion of condoms promoted promiscuity and that’s why HIV is still spreading. I obviously said what a joke that statement was and the response that I got was that sex before marriage is dirty and immoral. Yep in 2012 someone said that to me. My response was demonizing sex is what is the problem and encouraging the spread of HIV, if you have a positive towards sex, you’re more likely to talk about it and know your options to keep your safe right? Nope, instead I was met with the morality police – when I mentioned that multiple sexual relationships, especially in marriage is a huge driving factor, there was no real response from the morality police. I guess marriage is too sacred to poo poo on.
I have been working in this industry for a long time, which is probably why my tolerance levels are getting to an all time low. I think not being completely honest and giving people the correct information in the language they understand is doing a disservice. But I guess the scary reality is that if the HIV crisis was solved today, too many people would be out of a job right?
This is one of the reasons that I want my company to focus on producing our own campaigns (kind of like the same reason why I think developing nations need to stop taking aid with strings attached) is so that we can control the messages we want to put out and deliver it in the way we know will work – because we are more of the audience than the clients are.
As far as I’m concerned a radical and different approach is needed, and it’s time that we’re all honest. This is why I’m so excited for That Shuga Moment show to air where a bunch of young people talk openly about issues such as transactional sex (some believing it’s ok if it’s for an investment benefit – i.e. college degree), or women carrying condoms (women saying honestly they don’t because they don’t want the promiscuous label attached to them) and so many things that public health people would prefer people don’t talk about.
I really hope that this new campaign we’re working on will give us that creative and editorial freedom, and hopefully we’ll see some impact – watch this space….