Places, Woman

Agency Network: 
January 2012
HIV-Foundation:  Places, Woman


Print advertisement created by McCann, Finland for HIV-Foundation, within the category: Public Interest, NGO.

Advertising Agency: McCann Worldgroup, Helsinki, Finland
Art Director: Jyrki Poutanen
Copywriter: Timo Silvennoinen
Photographer: Jari Riihimäki
Additional credits: Piia Seppälä, Kim Takala
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vlads's picture

good campaign everybody here, like it. According with reality and technologies in nowdays.

Activity Score 541
Art Director at |

chuckieT's picture

I don't like it as a print campaign. The use of the Facebook Places seems random. But as pictures to be shared on Facebook, I think they are great.

Activity Score 680
khronos's picture

old and pun intended

Activity Score 994
andylefty's picture

I like it. Haven't seen it before.

Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
andylefty's picture

I like it. Haven't seen it before.

Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
andylefty's picture


Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
youngilvy's picture

easy good

Activity Score 142
Creative Director
kleenex's picture

I like the concept.

Activity Score 58777
Web Designer/Developer
sherbasm's picture

like it but should she really be so smiley?

Activity Score 6
Virginia Commonwealth University, Richmond, VA
observant vicky's picture

not up to the mark...
ok ok type campaign...

observant vicky
Activity Score 194
MicheleVirgilio's picture

i like too :)

Activity Score 2617
josemrivera1473's picture

Very nice

Activity Score 9
Art Director at DDB Latina Puerto Rico
Muddy's picture

A good idea spoiled by stock lingerie mannequins.

Activity Score 45
tantrik_indian's picture

...had come here" (?)

Activity Score 953
Copywriter |

~~this paranoid survived!~~

Michaelsmagic's picture

vogue 4 gps use love this series

Activity Score 261
dinesh dixit's picture


dinesh dixit
Activity Score 31
Art Director
Chel's picture

This may be a campaign about HIV/AIDS awareness, but that’s no excuse. This is blatant misogyny, really sinister stuff that conveys a much more profound message about the female body.

Take another look at it. She’s got a killer smile, but still, you can’t see her eyes. The model is cropped so that she’s essentially headless. What makes her human is gone. What makes her a woman is on display. That’s a very deliberate creative choice.

She is an object to be fucked without a brain or an identity. Worse still, her vagina is a fully indexed destination on a Google map. The visual metaphor is so potent (and porn is so ubiquitous) that this image is more jarring than one in which she shows us her actual pussy.

It’s not about the fact that she’s had sex with Bill Johnson and 19 others. Who gives a fuck? What’s toxic is the idea that they checked into her vagina on Foursquare. It’s saying is that a her private parts aren’t private at all. They’re public. That’s the implicit message in this image, and it’s degrading as hell.

It’s not slut-shaming so much as it’s female-shaming, and it reinforces the age-old cultural narrative that women’s bodies aren’t their own.

And look how we see her. Not only is she faceless, she’s clad only in panties and a bra. Her legs and arms are spread open. She’s bared completely to the viewer.
having more sexual partners does not make one more likely to have HIV/AIDS! it’s actually more about protecting yourself - having safer sex with twenty people means you are less likely to have an STI than someone who has unprotected sex with fewer sexual partners.

why do we continue to slut-shame people in an effort to stop the spread of disease? having sex with multiple partners is not what spreads disease! having unprotected sex is what spreads disease and this ad only vilifies having sex, rather than vilifying having unprotected sex and the difference between those two is the difference between not transmitting a disease and transmitting one. even the tagline “use a condom” is in such small text, when that should be the point of the ad, rather than “look at this slut, having sex is bad.”

Activity Score 3
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