In response to the letters of Erika Mann and other concerned readers, Organon Canada has already submitted a new version of the “Oh baby!” Marvelon advertisement to Canadian medical journals. The new ad, which started running in January 2003, displays a rear-facing car seat.
It was not our intent with the original ad to misdirect readers concerning the installation of car seats. Rather, the car seat was depicted this way to help readers understand at a glance the message of the ad, that unprotected sex can lead to unplanned pregnancy. Interestingly, although the Marvelon ad set out to deliver a very responsible message in one context, for some readers it communicated something very different in another context.
Given that the ad was placed only in medical journals, we trust that we have not inadvertently sent the wrong message to consumers. However, Organon has acted quickly to implement a solution that should satisfy everyone.
Wayne Haddock Senior Product Manager Organon Canada Ltd./Ltée. Scarborough, Ont.