NEW YORK: Playboy has unveiled a public education initiative, "Take Parental Control," which asserts the right for parents to watch adult content while educating them on their responsibility to shield their children from it.
The campaign comprises a 30-second TV spot, Web site www.takeparentalcontrol.org providing links to government resources, a FAQ, and a glossary of television and tech terms. The tag for the effort: “Our Right. Our Responsibility.”
Pam Simmons, VP of marketing for Playboy said the wording of the campaign was critical.
“We’re a long-standing champion of freedom of speech, in terms of our content,” Simmons said. “We’re also really concerned at the same time about protecting our children.”
Simmons said that Christie Hefner, chairman and CEO of Playboy Enterprises, was a champion of the campaign from day one and would serve as the public face for the effort. The ad will run on Playboy and cable channels; there is also a radio component and print ads, and the organization hopes to partner with digital device manufacturers and various trade groups on outreach. The ultimate goal, Simmons said, was to get people to the Web site.
Simmons said that the campaign was meant to reach a broad demographic and wide range of media.
“There are a variety of ways in which we deliver our content, and we would have been remiss if we didn’t address platforms beyond television,” Simmons said. “We really tried to be as comprehensive as we could.”
Simmons, who said the effort is not meant to target only Playboy consumers, said that the campaign was not a response to critics, but the implementation of a leadership position the company wants to take among content producers.
“We will always have critics, but the end of the day, this is a public service campaign,” Simmons said. “My honest hope is [the Web site] will become an industry standard.”