A recent ad promoting safe sex is taking a provocative look at what it means to be courageous.
A PSA for We The Brave, a movement for men's sexual health in South Africa, features a man pulling down his jeans and thrusting into a glory hole as the Richard Strauss music in "2001: A Space Odyssey" plays.
"We're brave enough to use glory holes," the text reads before cutting to a condom unwrapping. "So we're definitely brave enough to use condoms."
Kaylin Mendes of the FoxP2 ad agency behind the spot told The Huffington Post that the campaign highlights "the innate bravery of a target market that is judged as being weak."
"Through our research we were able to identify that the one thing this target market has in common is bravery, whether it is brave to come out to your parents, hold hands in public or suppress who you are because of cultural or religious beliefs," Mendes said. "The glory hole execution speaks to a segment of the MSM (men who have sex with men) market who use this form of sexual contact to satiate their sexual desires. The campaign in its totality addresses various facets of this market to ensure that we are able to ignite conversation but with the ultimate goal of educating the MSM market to practice safe sex practices."
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