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Wild Coast Environmental Group |
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These adverts by the San Diego-based conservationist group Wildcoast were banned in the state of Guerrero in August 2005 following complaints from the Mexican National Institute for Women. According to the government-backed Institute, the adverts were guilty of presenting women in a stereotypically sexualised way.
The $30,000 campaign was designed by Wildcoast to combat the practice, common in Mexico, whereby sea turtles' eggs are poached and then sold for their supposed aphrodisiac qualities. The tagline of the adverts translates as:
"My man doesn't need turtle eggs...Because he knows they don't make him more potent."
Wildcoast's communications director, Fay Crevoshay, defended the imagery used in the campaign: "We said, 'Let's have a sexy girl saying that the man I choose doesn't need sea turtle eggs.' This is what I call target marketing. We are talking to a certain type of man that will look at this and will get the message."
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