The ad, which ran in Trinidad and Tobago, was one of 30 television spots produced by PSI/Caribbean across 11 countries in the English-speaking Caribbean. The target audience for this ad was very specific: middle-class, “uptown” young women. The message was clear: insist your man wear a condom. Other ads produced by PSI/Caribbean as part of its Got It? Get it! campaign target the kind of young man who wears his machismo on his sleeve, poorer women, sex workers and other niche demographics. The goal of promoting condom use is the same across each group.
“The Caribbean is a very sexualized culture,” observes Kerry Singh, marketing and technical director for PSI/Caribbean. “Between reggae, dance hall and soca music, the average young person is put in a sexual light at a very young age.” The data bear out. According to a 2011 UNICEF report, Latin America and the Caribbean is the region with the highest proportion of adolescent females claiming to have had their sexual debut before age 15. There is no equivalent data for men, but, according to Singh, social pressures encourage young men to have children at a young age. “Among black Caribbean male youth, there is a tendency to think that once you are 17 and you don’t have a child on the way, there must be something wrong with you,” says Singh.Read More ›