- NEW YORK -- A campaign to
market a new line of condoms to teens has some people wondering if it's
conveying a message that condom use - and, in essence, sex - is cool for
kids.
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- Jimmie Hatz condoms - "jimmie hat" is a hip-hop
slang word for condom - are slated to hit some store shelves Feb. 1 and
are aimed at urban teens across the country. The company that produces
the condoms says it's promoting safe sex, but critics decry the idea of
marketing contraceptives directly to teens in a way that seems "hip."
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- "Basically, what we've tried to do here is make
it the cool thing to do, the 'in' thing to do, to protect yourself,"
said Harry Terrell, CEO of Common Ground USA, which produces the condoms.
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- The marketing campaign targets what Common Ground calls
the "hip-hop kulture," particularly in minority communities that
are hardest hit with HIV and AIDS. That culture is defined as any group
of people - regardless of race - that enjoys emceeing, deejaying, breakdancing
"or just loves music," Terrell said.
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- "When you look at the numbers and the rate of infection
continues to rise within the minority population, they're having sex,"
Terrell said. "We say abstinence is the only way that you're going
to be OK. But the fact of the matter is, we can't hide and think that they're
going to stop having sex."
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- To appeal to youth, the condoms are named "Great
Dane" and "Rottweiler" and come in shiny wrappers adorned
with a cartoon dog wearing a thick gold chain.
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- But critics say using such "hip" methods to
sell contraceptives to teens sends the wrong message.
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- "I think they're basically doing what all media
tries to do, which is sell something, and teenagers are one of the biggest
consumers" said Libby Gray, director of Project Reality, an abstinence-before-marriage
advocacy group.
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- Gray said in spite of the company's intention to promote
safe sex, the marketing campaign doesn't encourage teens to follow the
safest lifestyle.
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- "I think that will make sex look very cool ... especially
if a rap or hip-hop person ... is giving an endorsement for that behavior."
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- The Centers for Disease Control states on its Web site
that "the surest way to avoid transmission of sexually transmitted
diseases is to abstain from sexual intercourse." When used properly
and consistently, condoms are 95 percent effective for pregnancy prevention
but does not protect against all STDs. Consistent condom use gives almost
100 percent protection against HIV.
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- But more can be done, experts said, such as promoting
no sex at all.
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- "What we need are more positive role models for
kids who are promoting healthy behavior - abstinence - as the best possible
way of prevention," Gray said.
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- However, others say it would be irresponsible to turn
a blind eye to sexual activity among teenagers. According to a CDC report,
in 2001, 46 percent of teens in the United States had had sex.
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- "For sexually active kids, making safer sex and
sexual health look like a positive thing, that's all to the good,"
said Michael McGee, vice president of education and social marketing for
Planned Parenthood.
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- "Whether we like it or not, [nearly] half of America's
high school students have had intercourse and in the face of that... I'm
glad that the folks from Common Ground are being creative in making the
concept of personal responsibility cool."
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- Regardless of "hip" marketing for contraceptives,
recent statistics show that teens who are having sex are doing it more
safely.
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- A July 2000 study released by the Centers for Disease
Control, for example, shows that the national pregnancy rate for adolescents
aged 15 to 19 decreased from 1995 to 1997 by 7.9 percent. Adolescent pregnancy
rates were higher for blacks than for whites. It was also found that the
percentage of sexually active teens using condoms and long-acting hormonal
contraceptive methods increased.
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- McGee is hopeful that appealing to youth to have safe
sex will also reduce the infection rate of sexually transmitted diseases
like AIDS.
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- "The youth culture that's into hip-hop come in all
different colors, but I do think it's a very wise approach in that we know
urban kids are disproportionately affected by HIV," McGee said of
the Jimmie Hatz marketing. "I think taking a particular audience segment
and identifying the messages that appeals to them and that resonates with
them is a smart thing to do."
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- http://www.foxnews.com/story/0,2933,107685,00.html
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