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The Campaign for Our Children’s pitch of sexual abstinence to young teens is a tough sell, admits Carton Donofrio Partners ecd Scott Rasmussen.
The Baltimore shop positions celibacy as an empowering choice in a $3 million TV and print campaign for Baltimore-based COC that breaks today in Maryland and expands to California and Georgia later this summer.
The two spots were directed by Lee Bonner (The Wire) and attempt to make celibate teens look hip through “cool editing and a great music track,” Rasmussen said.
One 30-second ad aimed at boys opens with one youth and grows to include 200 boys chanting, “We will.
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