Some days back GreenStar Social Marketing launched the video song of their product “Touch Condoms”. Any social marketing company has first time aggressively advertised condoms in Pakistan through massive media campaign (by airing a song Suno Zara). Their heavy budgeted and bold campaign could have easily been noticed across the city through huge billboards and media. That campaign however raised a few eye brows because of unsubtle tag line.
It’s a fact that contraceptive product advertising in Pakistan is still a taboo. Such advertising and awareness campaigns should be encouraged in a society where there is NO AWARENESS regarding health of women especially in rural areas. Its also important for the health of women to have appropriate gaps between childbirths & that gap in childbirth is also a necessary to achieve financial stability and to counter the increasing population in a country like Pakistan and for that matter Green Star took an Okay step however usage or promotion of condoms in our country is still taken as something “religiously impressible” and “culturally unacceptable” especially by the Mullah and Co. who believe in “Ask for more”
Majority of Pakistani audience took that ad as “an attack on cultural values”. They think such bold ads must not be aired in ISLAMIC REPUBLIC OF PAKISTAN because this type of advertising would affect our culture and encourage the trend of child birth prevention. I am not sure about the latent agenda of NGOs like Green Star but apparently they took a good step by boldly creating awareness among masses but at the same time it surprised me when even educated Pakistanis showed concerns against that particular ad despite knowing the fact they themselves indulge in not-so-decent Indian soaps with their families on cable Tv channels.
It’s a widely accepted fact that there is always a resistant to change but if change is betterment for the society it should be encouraged.