HIV Foundation/AIDS Council Finland: Places, Woman

Advertising Agency: McCann Worldgroup, Helsinki, Finland
Art Director: Jyrki Poutanen
Copywriter: Timo Silvennoinen
Photographer: Jari Riihimäki
Additional credits: Piia Seppälä, Kim Takala
Published: January 2012


vlads's picture
539 pencils

good campaign everybody here, like it. According with reality and technologies in nowdays.

chuckieT's picture
680 pencils

I don't like it as a print campaign. The use of the Facebook Places seems random. But as pictures to be shared on Facebook, I think they are great.

khronos's picture
998 pencils

old and pun intended

andylefty's picture
4539 pencils

I like it. Haven't seen it before.

andylefty's picture
4539 pencils

I like it. Haven't seen it before.

andylefty's picture
4539 pencils


youngilvy's picture
144 pencils

easy good

kleenex's picture
36242 pencils

I like the concept.

sherbasm's picture
6 pencils

like it but should she really be so smiley?

observant vicky's picture
observant vicky
194 pencils

not up to the mark...
ok ok type campaign...

MicheleVirgilio's picture
2617 pencils

i like too :)

josemrivera1473's picture
9 pencils

Very nice

Muddy's picture
45 pencils

A good idea spoiled by stock lingerie mannequins.

tantrik_indian's picture
953 pencils

...had come here" (?)

~~this paranoid survived!~~

Michaelsmagic's picture
261 pencils

vogue 4 gps use love this series

dinesh dixit's picture
dinesh dixit
31 pencils


Chel's picture
3 pencils

This may be a campaign about HIV/AIDS awareness, but that’s no excuse. This is blatant misogyny, really sinister stuff that conveys a much more profound message about the female body.

Take another look at it. She’s got a killer smile, but still, you can’t see her eyes. The model is cropped so that she’s essentially headless. What makes her human is gone. What makes her a woman is on display. That’s a very deliberate creative choice.

She is an object to be fucked without a brain or an identity. Worse still, her vagina is a fully indexed destination on a Google map. The visual metaphor is so potent (and porn is so ubiquitous) that this image is more jarring than one in which she shows us her actual pussy.

It’s not about the fact that she’s had sex with Bill Johnson and 19 others. Who gives a fuck? What’s toxic is the idea that they checked into her vagina on Foursquare. It’s saying is that a her private parts aren’t private at all. They’re public. That’s the implicit message in this image, and it’s degrading as hell.

It’s not slut-shaming so much as it’s female-shaming, and it reinforces the age-old cultural narrative that women’s bodies aren’t their own.

And look how we see her. Not only is she faceless, she’s clad only in panties and a bra. Her legs and arms are spread open. She’s bared completely to the viewer.
having more sexual partners does not make one more likely to have HIV/AIDS! it’s actually more about protecting yourself - having safer sex with twenty people means you are less likely to have an STI than someone who has unprotected sex with fewer sexual partners.

why do we continue to slut-shame people in an effort to stop the spread of disease? having sex with multiple partners is not what spreads disease! having unprotected sex is what spreads disease and this ad only vilifies having sex, rather than vilifying having unprotected sex and the difference between those two is the difference between not transmitting a disease and transmitting one. even the tagline “use a condom” is in such small text, when that should be the point of the ad, rather than “look at this slut, having sex is bad.”

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