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Monogamy

Agency Network: 
Published/Aired: 
May 2013
RAHA:  Monogamy
RAHA Outdoor Ad -  Monogamy

Description

HIV infections are rife throughout Africa, and massive effort is expended by governments and NGO’s across the continent in an effort to educate the public about the dangers of unprotected sex. The advertising in this category is often based on ‘scare tactics’ that dwell on the negative outcomes of HIV infection, e.g. social rejection, loneliness, a family left to fend for itself, etc. With this particular advertisement we have taken a slightly lighter approach based on a single amusing line playing on the words ‘monogamy’ and ‘mahogany’; in Kenya virtually everyone speaks quite good English, so the verbal nuance is well understood. Of course, this is a way of drawing attention to a very serious message: “Use a condom for maximum protection”. To maximize the visual effect we actually produced wooden carvings that will also be utilized as POS items.

Outdoor advertisement created by TBWA, Kenya for RAHA, within the category: Health.

Caption

Most men in Africa believe that monogamy is some kind of exotic hardwood.
Can you really rely on your partner? Use a condom for maximum protection.

Advertising Agency: TBWA East Africa, Nairobi, Kenya
Executive Creative Director: Jimmy Geeraerts
Art Director: Yash Deb
Copywriter: Mark Kovalevsky
Photographer: Yash Deb
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certaintly's picture

hahaha

certaintly
Activity Score 3988
sacrilegend's picture

If true, it's hysterical. If not, still attention-grabbing and with a very compelling message. Cheers.

sacrilegend
Activity Score 3394
Copywriter
morse's picture

It's funny and a good message.

morse
Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Jesse James's picture

Absolutely love it. Couldn't stop laughing. Nice work TBWA Kenya.

Jesse James
Activity Score 34
Creative Director
Crystal 3CB's picture

It grabs attention, pun fully intended, so it's memorable enough to make an impact.

Crystal 3CB
Activity Score 10
Copywriter at TBWA East Africa
eins-eins-null's picture

you brought the standard "watch out or you'll get aids"-message to a personal level and wrapped it in a visual begging for attention. well done.

eins-eins-null
Activity Score 896
Copywriter
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