RAHA Condoms: Monogamy

Most men in Africa believe that monogamy is some kind of exotic hardwood.
Can you really rely on your partner? Use a condom for maximum protection.

HIV infections are rife throughout Africa, and massive effort is expended by governments and NGO’s across the continent in an effort to educate the public about the dangers of unprotected sex. The advertising in this category is often based on ‘scare tactics’ that dwell on the negative outcomes of HIV infection, e.g. social rejection, loneliness, a family left to fend for itself, etc. With this particular advertisement we have taken a slightly lighter approach based on a single amusing line playing on the words ‘monogamy’ and ‘mahogany’; in Kenya virtually everyone speaks quite good English, so the verbal nuance is well understood. Of course, this is a way of drawing attention to a very serious message: “Use a condom for maximum protection”. To maximize the visual effect we actually produced wooden carvings that will also be utilized as POS items.

Advertising Agency: TBWA East Africa, Nairobi, Kenya
Executive Creative Director: Jimmy Geeraerts
Art Director: Yash Deb
Copywriter: Mark Kovalevsky
Photographer: Yash Deb
Published: May 2013

6 comments

certaintly's picture
certaintly
4060 pencils

hahaha

sacrilegend's picture
sacrilegend
2089 pencils

If true, it's hysterical. If not, still attention-grabbing and with a very compelling message. Cheers.

morse's picture
morse
15910 pencils

It's funny and a good message.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Jesse James's picture
Jesse James
36 pencils

Absolutely love it. Couldn't stop laughing. Nice work TBWA Kenya.

Crystal 3CB's picture
Crystal 3CB
12 pencils

It grabs attention, pun fully intended, so it's memorable enough to make an impact.

eins-eins-null's picture
eins-eins-null
872 pencils

you brought the standard "watch out or you'll get aids"-message to a personal level and wrapped it in a visual begging for attention. well done.

Log in or register to post comments