Each year, Trojan and Durex, two major condom manufacturing companies, emphasize the importance of safer sex through elaborate commercials geared towards Americans purchasing their products. While their efforts to have Americans practice safe sex should be applauded, the lack of African American and Latino representation should raise a red flag from minority consumers.

African Americans and Latinos are sexual beings who should be interested in (or targeted for) practicing sexual safety. And since Black and Brown communities are at a greater risk for contracting HIV, shouldn't we be prioritized in the marketing strategy? If not prioritized, these communities should at the least be included. Yes, I know that's an optimistic thought. But look, they owe us that much considering all the Magnum references made in hip-hop songs -- LOL. Bottom line, these companies know we're purchasing their products and to not include us is unacceptable and highly questionable.

How many times have you sat at home and stumbled across a condom commercial? Did you ever feel compelled to use a condom based on the "European" individuals in the ad? Did the condom ad appeal to your sense of culture, sensuality or sexuality?There's a disconnect between American safe sex ads and American sexual behaviors. The people who control the airwaves are too conservative! Therefore a lot of these ads are restricted to the same outdated, sexist, oppressive, homophobic and diluted messaging that the people who make and run the ads subscribe to.

Recently, I did a little web research looking for ads that spoke directly to me as a Black woman. Needless to say most of the ads featured young white folks in the stereotypical sexist fashion. However there were a few ads that featured African American narrators - there's the ad with the overweight Black guy playing the role of Condom Fairy or the ad that looks like a scene from a hip-hop video. This did nothing for me personally...I'm looking to be spoken to, not at.


Then I stumbled upon a Trust condom ad from Kenya. The ad featured an all-African cast of characters suggestively hinting at the importance of using condoms. One ad presented Black love and the importance of safe sex. The other (extremely entertaining) ad suggested the correct way of putting on a condom. It was an engaging and educational way to speak directly to the realities of a country facing an AIDS pandemic. Kenya is at the forefront of combating HIV. They've been able to reach a population that's at high risk for contracting the AIDS virus through the implementation of culturally-sensitive and progressive programs and models. Kenyans totally get that social marketing plays into influencing how certain groups experience condom use.



The fact that Black and Brown folks aren't even primary subjects in U.S. condom ads, might be another reason "we" are contracting HIV at alarming rates.

Take a look at the condom commercials and tell me what you think. The ads aren't perfect but I think it's a start in the right direction.



Could this be an approach that we need to try here in the United States? Should we demand more ads that feature Black and Brown people? Could there be a possibility that this might change the way we relate to messages about safe sex?

For Beyond thee Odds, I'm Anita Johnson.

Anita Johnson is a nationally-recognized, award-winning broadcast journalist and producer. In 2000, she co-founded KPFA's Hard Knock Radio. And in 2009, she started Beyond the Odds, a multimedia arts project created to illuminate the impact of HIV and AIDS on low-income and minority youth through www.beyondtheodds.org. This project is made possible by the Association of Independents in Radio and the Corporation for Public Broadcasting. For more info visit www.mq2.org.