Raunchy BBC HIV awareness campaign under fire

by Ben Bold Brand Republic 10-Oct-07, 08:45

LONDON - A sexually provocative HIV online awareness campaign created by the BBC, starring 'GI Jonny' and 'Captain Bareback', is under fire from pressure groups, which have slammed it as disgusting and degrading.

The campaign includes a viral video charting the adventures of Action Man-like hero GI Jonny, who leads the fight against the ignorance of HIV and AIDS, rescuing the hapless Mimsy from the clutches of Captain Bareback.

The BBC has launched the campaign to raise awareness among 16- to 34-year-olds of the risks of contracting HIV through unprotected sex. It has also created a Facebook application, which offers users their very own customisable GI Jonny character.

The first film, in a series of tongue-in-cheek sketches available for download from a specially created site, sees Jonny use his "protector shield" to deflect the foam from Captain Bareback's "crotch cannon". The hero manages to beat off his enemy using his powerful "fisting action" and by spying on the Commando Bandits' using his magic brass eye.

GI Jonny has been developed in partnership with HIV and sexual health charity Terence Higgins Trust. Durex also supported the campaign by providing 150,000 free condoms, which are being distributed at events throughout the UK.

A spokeswoman for the Terrence Higgins Trust said that new ways of getting safer sex messages to young people were needed and that viral videos can be very effective at getting serious messages across.

The campaign is being promoted via BBC TV and radio programming. The series of films also direct viewers to an interactive website, where they can find out more about HIV and AIDS and customise their own GI Jonny virtual action figure. Their own creation can then be forwarded to friends and downloaded to Facebook.

The BBC is currently broadcasting a two-part documentary starring Stephen Fry, called 'HIV & Me'. The second and final episode airs this evening on BBC Two at 9pm.

However, the National Confederation of Parent Teacher Associations called the viral "disgusting" and said it was a poor use of licence payers' money.

Right-wing pressure group Media Watch UK, said the viral was "degrading to women" and "encourages casual sex".

Comments

d d - 10/10/2007

very disjointed approach to spending of tax payers money. Maybe the BBC should let the NHS do what it's paid to do and if its got a bit of spare cash give it back so it can be spent where it's needed.

R Howell - 10/10/2007

Who cares what Media Watch UK think? They're a bunch of censorship nazis.

Peter Petrelli - 10/10/2007

That viral is the biggest piece of turd I have ever seen. Rubbish. Boo to the person who made it.

Gordon Macmillan - 10/10/2007

No Pete, say what you really think.

Mark Riley - 10/10/2007

WTF!? not a patch on this http://www.milkandcookies.com/link/45030/detail/

Ginny Hendricks - 10/10/2007

Hmm not impressed; apart from making me cringe, I'm not tempted to send the link to friends and I'm not sure it brings the message across at all anyway.

Peter Petrelli - 10/10/2007

but seriously, it goes over your head and at what point does it make you think 'i definately need to wear condoms' surely one if its aims. pants. boo again.

Jeremy Lee - 10/10/2007

Given the BBC's reputation for providing honest information, I wouldn't be surprised if people thought that they'd probably be better off not wearing a condom. This campaign adds to my list of reasons why I resent the licence fee tax

Julie Macmanus - 10/10/2007

i think the last part of the stephen fry thing was on last night, not tonight. could be wrong tho, but i def watched something about aids with stephen fry in it last night.

Mike Cooper - 10/10/2007

Yep, it was last night. Personally, I'd rather see people not get HIV. It's less likely to offend the age group it's aimed at than the people writing here, and it's for their benefit, not ours.

Alex Searle - 10/10/2007

Advertising is meant to be targeted. On many levels, its just wrong and ridiculous. I can think of dozens of people my age who will love it. It couldn't and shouldn't be taken literally. It's the same thing as south park. Whatsmore clearly people are talking about it: it's raised awareness. I happen to think that this kind of humour is a great way to deal with a difficult and serious topic. PS I'm 22 and male.

Will Callaghan - 10/10/2007

Having seen what the government comes up with (Condom - Essential Wear anyone?) I think this a breath of fresh air. It'll get passed around which is exactly what's intended. The only part I can't see working is the Facebook app. Have the box on your page? Send messages to your mates? I think even the most brazen would be embarrassed to do this.

Adam Kirkham - 13/10/2007

Teenagers will not find this funny, gay people will not find this funny, existing sufferers will not find it funny - and I am pretty sure that if parents found teachers referring to "captain bareback" in sex education classes, this would not be funny either. Exactly who is this for, other than some biggots that need to be sacked from the BBC? It only takes a few complaints to get adverts like this banned, I say we should write to the ASA