Tag: straight

Steven Meisel + Bruce Weber – Safe Sex Is Hot Sex campaign (1990)

Generally speaking, I am loathe to take taxis. My legs aren’t broken and with enough time I can walk just about anywhere I’m inclined to go. (Or, I can walk to a subway that will then take me to where I want to go.)

Recently, thought my flight got in super late and I had to be at work at 7am the next morning–so I cabbed it. Since I don’t take taxis, I don’t know if it’s just a NYC thing but the cab played this like 7 minute loop of commercials again and again.

One of them was an anti-drug campaign encouraging parents to talk to their kids about drugs. The premise was these teens in idyllic teen settings being–ostensibly–teens before asking the camera overly earnest questions about drugs.

The only reason I even noticed the commercials was because I was seeing it for like the fifth time. And like the third time I saw it, I’d remembered how it occurred to me late last year exactly how appallingly racist a lot of the anti-drug propaganda was in the mid-to-late 80s.

So it was through that filter that I saw the commercial and I realized something about almost all anti-drug adverts: their bread and butter is conflating drug use and drug abuse (two linguistically distinct terms–and that’s for a reason).

When you see things that way there’s only one option: eradication and selling that entails an abstinence only message. (Anyone who’s bothered to do any research into methods of decreasing drug use and abuse, knows the only statistically proven means of accomplishing this is through emphasizing harm reduction/education.)

But there’s more to it than all of that. The thing that struck me about the commercial I saw in the cab was that the kids in it were impossibly uncool. Like I remember seeing ads of this ilk when I was a teen and I just thought they were normal kids like me.

Yet watching the commercial I was like–these kids are lame as fuck. There’s this charmed naivete that each almost certainly had to be coached by the director to achieve. The notion that nothing bad ever happens in this world, nothing ever hurts and that if you trust in society’s virtue, you will be rewarded. And that’s just–such bullshit.

It’s not that abstinence (whether referring to drugs or sexuality) is a bad thing, it’s just how folks are or aren’t wired. The notion that if you teach someone about something they are more likely to do it is such rubbish. Education allows you to make more informed choices–it’s that simple.

And that’s what I love about these ads. Instead of being like sex is scary and should be avoided their like: sex is awesome, have as much as you can but be safe. It’s refreshing to see someone get it right for once.