RUGGER BUGGER

In-Your-Face Ad Addresses Issue Of Male Rape And Sexual Abuse

Rugby is probably the toughest sport in the world, so it makes sense a new public-service advertisement is using the sport in a no-holds-barred campaign aimed at male rape and sexual abuse.

“Real Men Get Raped,” reads the ad, run by the group Survivors UK, “and talking about it takes real strength.”

Copyranter weighed in on the spot, but questions whether its the right tack to take on the issue:

The campaign launches this week as the 6 Nations Rugby Tournament gets underway. Posters will be up in the London Underground and other OOH sites. Anybody know if rugby players are specifically targeted for rape? And, besides another rugby player, who’s stupid enough to try?

I just don’t know about that headline. Ad agency: Johnny Fearless, London. See four previous rape ad misfires here.

We’re just not sure what the visual is representing: Anal penetration? Defeat? Pain and suffering? Is it a British thing?

The ad was designed by UK marketing firm Johnny Fearless, which has also crafted campaigns for Toshiba and the anti-racism initiative 2sox1goal.

Photo: Survivors UK