Rev. Charlò Camilleri, O.Carm. Sliema
Condoms not a communication ploy
Without entering into the debate on condom use, Vodafone's explanation of "the rationale behind campus stunt" in distributing condoms to freshers at University - that of "promoting communication, rather than sex on campus" - makes me think the company's intellectual aptitude is low indeed.
The Washington Superintendent of Public Instruction (2008) defines communication "as a process by which we assign and convey meaning in an attempt to create shared understanding". It is a process that "requires a vast repertoire of skills in intrapersonal and interpersonal processing, listening, observing, speaking, questioning, analysing, and evaluating. Use of these processes is developmental and transfers to all areas of life".
It would have been smarter had Vodafone admitted that the stunt was only a question of marketing a "means of communication", namely a particular mobile phone brand. The appointed publicity agency was bolder in giving credit to common knowledge that offering condoms on campus was meant to "stand out among 50-odd different exhibitors". This we call 'managerial process' and not communication.
The 2008 edition of Principles of Marketing clearly explains that this process aims to enable "individuals and groups to obtain what they need and want... Marketing is used to create the customer, to keep the customer and to satisfy the customer".
Ironically, to create and promote communication, the bait used by Vodafone is usually defined as "a barrier device" used during sexual intercourse to reduce pregnancy and the spreading of sexually transmitted diseases.
Thus the condom's primary aim is not to foster communication but 'to protect from'.
It is estimated that worldwide, one in three sexually active young people contract an STD by the age of 24. Behavioral scientists' findings show that "adolescents are at highest risk for infection because they are more likely to be single, have multiple sex partners, engage in high-risk behaviour, and have higher rates of failure with contraceptive methods".
In addition, these studies reveal that "a common negative attitude about condom use is that it is intrusive, that it interrupts the flow of a sexual encounter and that it ruins the sexual mood". So to promote the condom in the colourful options of "Play Now, Daily, Weekly, or Monthly" is anything but promoting human communication!
I am still wondering about the campaign twist at the Junior College and the Malta College of Arts, Science and Technology! What was Vodafone trying to promote when "replacing the [coloured] condoms with coloured lollipops"?
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Kurt Mifsud
Nov 9th 2009, 06:35
@J.Tonna
It means that they are very market wise!
Joe Xuereb
Nov 8th 2009, 21:55
The reverend's letter is largely quotes from the business/marketing world. Suspicion alert. Of these I know nothingt. Not my line. Maybe it's his sideline?
Vodafone's campaign is across Europe. But only in Malta has it made ripples. Communication, or lack of it apart, the real issue in Malta, and for the clergy particularly, is that sex can only happen within marriage when condoms are not necessary by Churchy definition. The availability of contraceptions ANYWHERE flies in the face of this ideology. It is this that is making the reverend and his apologists hot under the collar. So, to sum up, condoms are available everywhere, and everywhere the young and no so young have made up their minds. They communicate much better than some give them credit for. They stick to what they know best, and experiment. And so should all of us.
It would be much simpler to say to these students, sex only within marriage, only missionary, no condoms. What is the point of embroidering the matter out of all proportion? What do you hope to gain Reverend? Vilification of Vodafone? Which gives out rubbers to increase sales? You reckon? Oh dear! dear! me. Meanwhile, Vodafone is mightily amused.
Victor Laiviera
Nov 8th 2009, 21:14
The Rev Charló Camilleri wrote; "It is estimated that worldwide, one in three sexually active young people contract an STD by the age of 24."
So well don indded to Vodafone for encouraging them to be sensible and usre protection.
J.Tonna
Nov 8th 2009, 17:46
Three comments to make here: 1) Are we paying, through our taxes, for the university students' free education, in order to learn how or why to use a condom?
2) If Vodafone fell so low to publicise its product it means that it is great difficulties to persuade new customers.
3) @ W.P Flynn - You are doing your utmost to ridicule our religion and our priests. Probably you did not read that Jesus Christ, its founder built it on hard rock (Peter) and as He said Himself (Matt, 7:25) And the rain descended, and the floods came, and the winds blew, and beat upon that house; and it fell not: for it was founded upon a rock.
Gerry Cowie
Nov 8th 2009, 15:55
Mr William P Flynn, people can see that you are just mocking Rev Camilleri here. How do you know about his life and what he may or may not have done in his time? The Church is always a target for secularist apologists, and the people of Malta can see through this!
It is true that Vodafone simply wanted to publicise Vodafone. The issue is whether condoms were a fitting way in which to do it, given that they are freely available across Malta, and the odd free one is not going to make a lot of difference!
If you are going to make a point and wish to carry others with you it is important to do so in a responsible fashion, without the use of mockery and sarcasm as your stock in trade.
Adrian Aquilina also normally write in to have a go at the Church. He again misses the point of the letter, which questions the way in which Vodafone sought to publicise themselves.
Trevor Lorenzo Mizzi
Nov 8th 2009, 15:55
This Vodafone promotion must have really left a big impression on Rev. Charlo Camilleri's mind, as this is his second letter on this subject to be printed.
My question to Rev. Charlo still is: Why are celibate priests so interested in people's sex lives ?
Giving free condoms to people is a good thing, communication or no communication.
Why does Charlo Camilleri and his employer like to butt in people's private lives?
Charlo and his employer must love disease and unwanted babies, it must be good for their business.
Muscat. Pat
Nov 8th 2009, 14:09
Given that Malta has one of the lowest birth rate-illegal immigrants apart-does the Rev Father seriouly think that all Maltese Catholics are practicising the "safe period"? I wonder what Discern- the sign of times social scientists- have to say about condoms.
Kurt Mifsud
Nov 8th 2009, 13:43
Fine, nobody is imposing anything on you. So could you please do the same on the rest of society?
William P Flynn
Nov 8th 2009, 11:51
Has Charlo Camilleri actually ever sold anything? Has he ever actually been involved in a consumer product promotion? We know he's unlikely to have had sexual intercourse.
The fact that he quotes and relies on black and white definitions on all three counts makes it a reasonable bet he's never done any of the three.
Vodafone should send him some lollypops as he is helping them immensely.
adrian aquilina
Nov 8th 2009, 11:40
condoms are one of the most important things..to not use a condom is asking for trouble.the biggest cause of std's is not using a condom....the unrealistic views of the church,especially in high risk places like africa are dangerous..use condoms everytime,as an adult you are free to choose when and with whom you have sex..do it safely and enjoy..