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About Just out. (Portland, OR) 1983-2013 | View Entire Issue (April 1, 1987)
television while deliberately choosing to ignore those most affected by the disease — gay men. As recently as February 20, my discussions with condom manufactur ers and their advertising agencies were still producing no positive results. Our com munity has not been — and continues not to be — a priority for these people, despite the fact that we are certainly at the top of the priority list for contracting AIDS. Below are excerpts from a letter I wrote to the vice-president in charge of the Tro jan account at Ted Bates Advertising in New York. It was written on February 20, after being told again that Trojan has no immediate plans to address the gay market and that “ gays will see the ads on TV” : . . . With practically universal aware ness among gay men of the need to use a condom when having sex, it is unbe lievable that no condom manufacturer wishes to secure brand loyalty of many millions of condom purchasers. Grant ed, gay men will be seeing condom ads now in the general media, but it has been reported over and over again in demographic surveys of the readers of gay publications that between 75 and 85% of their readers make a conscious effort to purchase goods and services advertised in gay media. Advertising in gay media says to the reader — who is very conscious while reading a gay newspaper of being part of a group which is subject to prejudice, discrimination, hatred and violence be cause of its sexual orientation— that this company (the advertiser) values and respects him as a human being (and as a customer) as much as any other human being, advertising for his busi ness as it would for anyone else’s busi ness. The psychological impact of an ad when seen by a gay man in gay media is fa r greater than the impact of that same ad when seen in media aimed at the general population. And in advertising, as we all know, it's impact that counts, not merely exposure. Finally, the nature of advertising aimed at gay men in gay media can be markedly different from the advertising required by the mass media. . . . Most gay AIDS organizations report that even though condom usage among gay men has increased dramatically over the last two years, usage of condoms would be even greater if they knew how to use them properly.. . . There is great opportunity here for a condom manu facturer to both educate a receptive au dience as to proper condom usage for safer sex and to capture the brand loy alty of many millions of consumers at the same time. As Surgeon General Koop suggested, the educational mes sages needed at this time should be both graphic and specific (while remaining tasteful), something which would never be allowed on television. I then pointed out that I have been trying to get condom manufacturers to advertise in gay media for almost five years. Ted Bates Advertising has had the Trojan ac count for over a year and a half, and has been “ studying“ the gay market since we first met in October of 1985, even though the marketing people at Trojan had been approached by Rivendell long before this new agency came into the picture. . . . Five years later, everyone is still “ studying” the situation. As thousands die, the “ studying” continues, and you indicated to me today on the phone that there are presently no plans for Trojans to begin advertising in the gay market in the near future. Many in the gay community feel that, as the industry’s leader, Trojan bears a special responsi bility to lead the way. TTie justified anger rising in the gay community at the current situation should not be a surprise to any of you involved. Trojan is the industry leader and should bear a special responsibility to take some of the dollars it is spending on advertising (Ad Age called it a “ multi-million-dollar campaign” ) and put together some educa tional ads specifically directed at the people most in danger from AIDS — gay men. But the statements made to the press recently by both the president and the senior vice president of Ansell-Americas are particularly homophobic and distres sing. Perhaps both companies need some sort of proof that we are a large enough segment of the condom market to bother with. A boycott directed against any man ufacturer certainly won’t be effective due to the fact that condom sales are bound to go up even more because of the acceptance of condom ads by the general media. Any effects of an attempted “ gay boycott’ ’ will be more than offset by these new sales. But if you are angry at this situation, you can make your anger felt. The next time you buy a competing brand of condom, save the empty wrap pers and send some to the vice presidents of marketing for both Trojans at Carter- Wallace and LifeStyles at Ansell- Americas. Their names and addresses ap pear below. Include a note explaining that you are a gay man who is incensed at the refusal of his company to run educational messages about condom usage in gay media, and that this empty wrapper could have been a purchase of their product but was not, due to their company’s lack of sensitivity, concern, and responsibility with respect to the gay community. If enough of their competitors’ empty wrap pers reach their offices, perhaps these two companies might consider us important. If not, you may never see condom advertis ing in the gay press — no matter how many of us die. 'ifie RealtvGrou ADVENTURES iiiiiiiiim iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii BICYCLE TOUR: Join in an easy bike 73,900 GREAT CONDITION Completely renovated. All new paint inside. 4 Bdrm, 1-1/2 Baths, Fireplace, Refin. HrdwdFlrs, Upgraded Kit., original tile Bath. New roof, wir ing, furnace. T- • --- 35,300 MUST SELL! Absolutely must move. Brick English Tudor Condo, 2 Bdrm w/sitting Rm., Oak Firs, Ntrl wdrk. New Kit. 100% Bsmt. Nat. Historic Land mark. Assessed Value — $45,100. 38,500 WILLAMETTE RIVER VIEW Affordable, One Level, 3 Bdrms, 1 Bath, Deck, All Applic. incl. Ntrl. Woodwork, Mini Blinds. Exceptionally neat. 34.000 LOWER LAURELHURST Only 1 block from Park! 3 Bdrm., 1-1/2 Bath, Farm House. Oldest house in area, but has been updated. Gas Heat. Won't Last. 49,950 CUTE BUNGALOW Perfect starter in Great Alameda neighborhood. Well maintained. 3 Bdrm., Kitchen w/nook, pri vate Back Yd. w/deck. Weatherized single garage. 45.000 CREATIVE RE-HAB A\ & îwr«f Panoramic View of West Hills. Currently 2 units plus unused 2nd floor,. 4 Bdrm, 2 Baths, Gas Heat. Needs work, but Super Investment. ride to Blue Lake Park and the Sandy River. M eet at the Tri-Met Park and Ride on Sandy at approximately 104th near the Flam ingo Hotel at 10:00 a.m., re turning around 3:00 p.m. on Sunday, April 26. Bring a lunch. This bike ride w ill explore new bike paths along M arine Drive. Fee: $1 payable at the start of the ride. N o advance registration required. URBAN GARDEN TOUR: Discover the m any beautiful gardens in Portland. Included w ill be stops at Leach Botani cal Park, Bishops Close, the Rhodo dendron Gardens, Rose Gardens and Pittock Mansion. Transportation included. Meet at N.E. 16th and C lackam asat 10:00 a.m., return by 5:00 p.m., Saturday, M ay 9. Bring a lunch. Fee: $8. Advance registration and pay ment required. ROCK C LIM BIN G DAY TRIP: This one day instructional trip w ill go to Horse- thief Butte in the Colum bia River Gorge. Included in instruction w ill be: rope handling skills, balance clim bing, rapel- ling, fixed rope-climbs. Fee includes in struction, transportation and clim bing equipm ent. M eet at N.E. 16th and Clackam as at 8:00 a.m., returning by 6:30 p.m., Saturday, M ay 16. A letter with additional details w ill be sent to registrants prior to trip. Fee: $15. A dvance registration and payment required. W ILD FLO W ER DAY HIKE: Discover one of the most beautiful hikes in the Colum bia River Gorge — Dog M oun tain. This seven m ile round trip hike has view s of Mt. Hood, Adams, Rainier and m any varieties of wildflowers in open meadows. Bring lunch and appropriate clothing. M eet at N.E. 16th and Clackam as at 9:00 a.m. for carpools. Back by 5 :30 p.m., Sunday, M ay 31. Fee $3 payable at the start of the day. No advance registration required. Send your empty wrappers to: DESCHUTES RIVER RAFT TRIP: Shoot Mr. Mark Klein VP of Marketing Carter-Wallace 767 Fifth Avenue New York, NY 10153 Phone: (212) 758-4500 the best rapids on the scenic Deschutes River. This 14-mile trip w ill include raft ing guides and gear, transportation, and is suitable for all ages and abilities. De tails sent to registrants prior to trip. Meet at N.E. 16th and Clackam as at 8:00 a.m., back by 7:00 p.m. Fee: $35. Advance registration and non-refundable $20 deposit required. Call for date. Mr. Lewis Brenner Vice President, LifeStyles Ansell-Americas 78 Apple Street Tinton Falls, NJ 07724 Phone: (800) 345-1224 In NJ: (201 ) 530-9500 Joe Di Sabato is President of Rivendell Marketing Company. » Robin Chavis 284 7755 1(507 N E 4 IS Î A v e . P o rtla n d , O R 9 7 2 3 2 Illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll 408 S W . 2nd. S u ite 412 Portland. O reg on 97204 503-223-8299 Just Out 2 5 . April, I987 ~W \ JnqA Mi im O uu V
