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64 °F 5 Day Forecast Tuesday, October 14, 2003 Today's News | Classifieds | Autos | Homes | Jobs | Tempo | eSouthernOregon | Home Delivery SECTIONS Home Page Local News Sports Business Obituaries Life Opinion - Politics AP News Weather Classified Archives Site Map EXTRA Newspaper in Education Personals Movie Times TV Times E The People CLASSIFIEDS Find a Car Find a Home Find a Job Find a Rental Place an ad eSouthernOregon Automotive Communities Entertainment Publications Recreation Calendar CUSTOMER SERVICE Frequent Questions Advertising Information Home Delivery Employment Contact Us Media Kit Network Affiliate Email Story to a Friend October 1, 2003 Condom ads begin Sunday Preliminary public reaction to the county-sponsored spots aimed at teens has been mixed By JONEL ALECCIA Mail Tribune Starting Sunday, Rogue Valley viewers can decide whether they laud or loathe Jackson County-sponsored television ads advocating condom use for teenagers. The first airings of two 30-second spots that use parental support to urge condom use will appear after 9 p.m. on KOBI-TV. "Viewers are most likely to see them on the 9 p.m. to 10 p.m. block on Channel 5 during the show ‘Law & Order,’" said Bill Maentz, director of the Medford agency that produced the ads. After that, the ads likely will appear on all Rogue Valley cable and commercial channels during shows that appeal to young people ages about 12 to 24, with an emphasis on those 18 and older, he said. Advertisement One ad includes the words "We care about you. Protect yourself. Love, Mom and Dad," in which some of the O’s are replaced with condoms. The other features two passionate teens. The boy says, "I want this moment to last forever." The girl opens an envelope from her parents and takes out a condom. "I don’t," she tells him. During the initial effort, the ads should reach the intended audience six times apiece, Maentz said. That’s a good thing — or not — depending on your point of view. Jackson County public health officials partnered last month with the local Planned Parenthood affiliate to produce and place $10,000 worth of ads. Hank Collins, county health director, said the spots were aimed at encouraging young people to use condoms to decrease the chance of pregnancy and sexually transmitted diseases such as HIV and AIDS. "We do need to send them messages that they do need to protect themselves," he said. But a handful of local residents have protested the ads — and those who support them. "The proposed advertising condones, condones, CONDONES sex before marriage," Medford resident Marilyn Arthur wrote in an e-mail to Collins and local media outlets. "I do not want my children seeing ‘wholesome’ Mr. and Mrs. America giving their children unwrapped condoms with their breakfast cereal." Her views were echoed by local resident Carolyn Werdell. "These TV ads are part of Planned Parenthood’s ‘keep-’em-hooked’ for our profit campaign," she wrote. "Not only do they want the self-fulfilling prophecy of kids are just like animals, but they have joined with the media in an assault on their dignity." About a dozen people called or wrote to Jackson County Commissioner Jack Walker, criticizing him for expressing public support for the ads at a recent meeting. Walker later said he endorsed the ads only after working to ensure they included elements of parental supervision and teenage responsibility. "I only supported the least offensive option," Walker said. "It was going to be done one way or another. It was a matter of participating in the development or stepping aside completely and not having my views known." Negative reaction to the proposed ads was less than anticipated, Collins said. "I was surprised. Other times when we’ve dealt with similar issues, I’ve gotten death threats on my e-mail," he said. Reaction to Planned Parenthood staff was positive, said Kellie Shoemaker, director of community outreach. "It’s all been encouraging, people who are really excited about seeing the ads and seeing them starting to run," she said. One supporter was Brad Earl, a Medford parent of an 11-year-old daughter. Earl attended the seminar aimed at highlighting the dramatic disparity between sexual behavior of teens in the United States and Europe. Teens here engage in sex far earlier and have higher rates of teen pregnancies, abortions and HIV infections, national and international statistics show. "You cannot ignore the statistics that are happening in Europe," he said. "We tend to be prudish in the U.S. and I think we need to get over it." Earl said that he liked that the ads stressed parental involvement. "I’m not a believer that TV ads are a panacea," he said. "It’s still about being involved." Patsy Smullin, owner of KOBI-TV, was among local media leaders to help develop the ads. She said she had no qualms about airing them starting Sunday. "I’m not worried," she said. "It’s valuable education and it will certainly be at an appropriate time." Reach reporter JoNel Aleccia at 776-4465, or e-mail [email protected] Mail Tribune Home Local News | Sports | Business | Obituaries | Life Opinion - Politics | AP News | Archives | Site Map E Southern Oregon | Classified Copyright © 1997-2003 Mail Tribune. All rights reserved. Privacy Policy | Terms & Conditions Website Feedback 3 WEEKS FREE! ADVERTISERS SPECIAL SECTIONS Auto Finder Job Finder Home Finder Joy Magazine Homelife Magazine Tempo Real Estate Showcase Food for Thought Hike of the Week Wellness Connection Outdoor Journal Moving to Southern Oregon? Volunteer Openings Prime Times