rip&roll - a safe sex campaign for gay men in QueenslandRip&Roll Returns for 3rd Year
Healthy Communities’ iconic and highly successful safe sex campaign for gay men is back for a third year. Rip&Roll will once again comprise of outdoor advertising, this year featuring a group of three friends, along with more targeted adverts for LGBT media and venues. The adverts promote a subtle safe sex message, in a fun and sex positive way. In a first for the campaign, a series of ‘behind the scenes’ videos* have been created showing what went on in the casting and photography for the campaign, and why it means so much to so many gay men. “Healthy Communities is proud to continue a 28 year tradition of promoting safe sex and condom use among gay men, our target population, based on peer education and a sex positive approach” said Paul R Martin, Executive Director. “Campaigns that promote fear, guilt or blame only serve to turn gay men off safe sex messages, while campaigns that validate the lives of gay men and allow them to enjoy sex, safely, are the most effective.” Evaluation of the 2011 campaign found that nearly 94 per cent of survey respondents recognised Rip&Roll as a condom reinforcement campaign, and nearly 95 per cent said condom reinforcement was very important to them. Following a number of complaints about the campaign in 2011, the Advertising Standards Bureau ruled that: “The Board is strongly in favour of the important health message this advertisement portrays and considered that whilst some members of the community would prefer not to see this issue advertised, the public health message overrides any social sensitivity.” “The Board noted that the advertisement does not contain any nudity and considered that the image of the two men hugging was not sexualised and that the advertisement is very subtle in its handling of the issue of safe sex. The Board considered that the overall tone of the advertisement is clearly that of a medical issue and not of a sexual issue.” “Last year’s campaign was seen by a lot of people, it was a big campaign. There was too much good that came of that campaign. You can’t listen to those small voices of opposition and go; well we shouldn’t do that again. You’ve got to come back with a stronger message, a more powerful message - that what we did last year was important and it’s still as important” says Michael James, Rip & Roll model 2011. Outdoor advertising will appear in 35 bus shelters in inner-city Brisbane from 12 August and on billboards in Surfers Paradise, Townsville, Cairns, Capalaba and Albion. LGBT press and online advertising has already begun. * For videos go to: http://www.youtube.com/user/qahc Video 1: What is the rip&roll campaign?. Video 2: Queensland's LGBT community speaks out. Video 3: Why I took part in rip&roll, the models speak. Video 4: Behind the scenes of the sexy models shoot
10 June - The Advertising Standards Bureau has dismissed all complaints against the Rip&Roll 'couple' advert. Read the Case Report from the ASB
Media Release 1st June 2011
Healthy Communities Welcomes the Return of ‘Rip & Roll’ and Thanks Our Supporters Read the Media Release from Adshel Read Media Release from Goa Billboards Read Media Release from Hon Teresa Gambaro: MP Says Stop The Hate! Media Release: 31st May 2011
Adshel Gives in to Homophobic Pressure and Removes Gay Safe Sex Advertisements Download a Copy of the Advert and Display in your Workplace, Organisation, Home, Car... Read Healthy Communities' Response to the Complaint Read complaints received by Advertising Standards Bureau Read the Media Release from the Australian Christian Lobby How can I help? Contact Adshel and thank them for reinstating the adverts. Phone: 07 3250 8200 Fax: 07 3257 7776 Email: via website http://www.adshel.com.au/who/contact Write: Suite 19, Plumridge House, 36 Agnes St, Fortitude Valley Q 4006 |