Men’s clinic having trouble getting it up

Men's clinic having trouble getting it up

So what’s the story?

Keep it above the belt. That is what the Toronto Transit Commission (TTC) is telling the Canadian Men’s Clinic (CMC) for the third time this month.
A new print campaign for the CMC has been rejected by the TTC for transit posting. The spots feature bare-chested women – not even a hint of areolae in sight – with a variety of questionnaires relating to penile dysfunction.
You know the good ol’ TTC, they’re the ones always tempting the public to ride their rocket. The CMC, meanwhile, focuses on the treatment of erectile dysfunction, low sexual desire and premature ejaculation (hey, hasn’t been a problem for me since a camp incident in the mid to late ’80s involving a particularly fetching and naughty Havergal girl).

The erectile dysfunction ads feature a photograph of a sensual woman with the slogan: ‘When you see this, you feel: A: Nothing; B: Nothing; C: Nothing; D: Still Damn Nothing.’ The ads have been sent back to the TTC for the third time; they’ve been re-cropped, and any direct references to sexual activities have been removed. For example: ‘If you slept with her…’ and ‘If you were in bed with her…’ have been changed to, ‘If you were with her…’

Okay, but what about the marlboro men on horsies?

While the TTC ad review committee apparently has no problem with the AIDS Committee of Toronto’s (ACT) new condom awareness spot featuring two men on horseback with the tag ‘HIV is on the rise in Toronto: Ride Safely,’ the erectile spots from the Toronto-based clinic don’t seem to pass muster.
Jody Bresgi, director of PR at Canadian Men’s Clinic says, ‘The TTC seems to think our clinic is ‘selling sex.’ They fail to realize that we are providing a valuable medical service to the public for widespread and very distressful problems. Just as ACT is out to educate the public about an effective way to avoid a serious health condition, Canadian Men’s Clinic is also trying to inform those men suffering with sexual dysfunction that help is available.’

So what’s wrong if there’s a little less cleavage?

While the TTC did re-evaluate the revised CMC campaign, TTC councillor Joe Mihevc says, ‘We will not accept their [re-submission]. All they did was give a little less cleavage. I think you have to look at it as a whole. It’s objectifying women to sell something for men. And women object to that – the constant portrayal of women to sell product [for men]. I think they need to change the concept rather than fiddle around the edges.

‘Most members of the TTC commission and indeed councillors that I’ve surveyed find it offensive to women,’ Mihevc adds. ‘The content should be more focused on men themselves rather than using women to sell a male product.’
Bresgi feels that what the TTC can’t seem to see past is the notion that these problems impact women’s lives in many ways, too. ‘I think the core issue here is that the TTC is simply not recognizing that sexual dysfunction is a legitimate health concern. They don’t understand that these are widespread problems, largely based on medical factors (90% of these problems are caused by physical reasons) with medical solutions,’ she says.

We have now reached a point in society where virtually nothing is taboo. Whether the ‘Condom Country’ ad for ACT, which has been approved to run in the TTC, rivals the Canadian Men’s Clinic ads in terms of its sexual references is a debate this journalist would rather not touch, except to point out that two out of three on the TTC review committee are men… and they shouldn’t let their power go to their heads.