SWEAT (Sex Workers Education and Advocacy Taskforce): Human after all

A sex worker by any other name is still human. Respect their human rights.

Advertising Agency: TBWA\Hunt\Lascaris\Cape town, South Africa
Creative Director: Liezl-Mari Long
Art Director: Siraaj Petersen
Copywriter: Keenon Daniels
Illustrator: Sarah Corder
Production: Tina Southgate, Robert George
Published: March 2011

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11 comments

baderalami's picture
baderalami
12 pencils

this is so done..i cant remember where..but as soon as i laid my eyes on the ad i knew i had seen it before.

bakamono's picture
bakamono
1006 pencils

Yeah I think I have seen something like this already, I think it was on the same subject matter.

because therefore it is

Tommy G.'s picture
Tommy G.
897 pencils

Not again...It's ok for students only. I think we all removed a Matroska concept from our portfolio for that reason.

Amnesty : http://www.youtube.com/watch?v=x2WmnDJ-mh4&feature=player_embedded
Diesel : http://www.coloribus.com/focus/impressive-collection-of-diesel-creativ...
Ogilvy&Mather : http://www.advertolog.com/ogilvy-mather-advertising-shanghai/print-out...
Danone : http://www.advertolog.com/danone/print-outdoor/russian-doll-3179955/
Club Med : http://www.advertolog.com/club-med-brasil/print-outdoor/russian-doll-1...

It's done to death, really. I could find more all night long...

the Pun-isher's picture
the Pun-isher
228 pencils

Agree. But nothing is new in Advertising. Every idea's been done over and over
I think its a solid concept and insight though.

atb2005's picture
atb2005
13567 pencils

I don't agree with the above comments. Just about anything has been done in advertising and those who keep saying "done" "done" are beginning to sound like broken records. This new execution is still excellent and context appropriate. Also, most of the examples given above are NOT even DM, but PRINT.

CuriousPencil's picture
CuriousPencil
4227 pencils

Okay, we've *all* landed on the Matryoshka on our journeys to that golden metaphor; the reason it's a cliche is because in many instances it's the right one, even if for us it seems like the easy option. It's a case of what it's used for, how it's used, and in our industry Who The Target Is. Got to agree with atb on this, to a point. This isn't a game, or a point-scoring exercise (pencils notwithstanding) - surely it's a forum for us to discuss the efficacy of the campaign, ad, DM, whatever. A copied idea is safely in the hands of joelapompe, and that's where 'Done' should rightly live.

The Matryoshka is from 1890, and we've *all* seen it before. We work with metaphors, so it's inevitable. The recipients of this DM most likely haven't seen it used in this way before: neither have we, and I think it's proper to 'judge' this campaign on its merits, as atb rightly says. And in that vein, I think the copy is totally wrong. Ending a message stream with 'human' makes it look like the audience think sex workers are aliens. Totally failing the effort on copy.

atb2005's picture
atb2005
13567 pencils

The line ".. is still human" does not bother me. It means that even sex workers have human rights or should be treated humanely. It is the next line - respect their human rights - that could potentially be viewed as wrong because it suggests that the TA perhaps does not respect their human rights. Still, there's more copy on the inside of the box, which we can't read. Once again, I think you are being overly harsh with your rating. Vis a vis the use of matryoshkas as a metaphor, I don't see how it makes more sense in, say, the Diesel ad or the Danone ad.

CuriousPencil's picture
CuriousPencil
4227 pencils

My rating was mostly on the messaging, what I see of it, and you're right, maybe it is overly harsh based on the little info we can see. I'm not fully familiar with the legalities in SA, but I think it's a very clumsy ending to confuse decriminalisation with human rights. I'll back down on this though, I'm looking past the message into the client's actual strategy, which probably can't be touched by the agency.

rohdyl's picture
rohdyl
66 pencils

Hey CuriousPencil, unfortunately in South Africa, Sex Workers really do have no rights. The police arrest them, take their money and beat them. If the sex workers wants to report a client abusing them, they have no rights and the cops do not help. It's a sad reality here that the Police are often very opinionated and use their power to enforce this, rather than doing their job and helping EVERYONE. Hope that clears it up.

Note: SOME police, not all of them are corrupt.

CuriousPencil's picture
CuriousPencil
4227 pencils

Thanks rohdyl, that does add some light, thank you.

the Pun-isher's picture
the Pun-isher
228 pencils

I think "still Human" is more snappy line in the context of the copy.
The alternative would be "still a person", but this feels soft and schmaltzy and takes it into the territory of "poor us. Nobody respects us"

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