Back in June, when Pamela Anderson stood nude in the window of fashion designer Stella McCartney's London clothes shop to bring attention to PETA, she was making a statement she would rather go nude than wear fur. Anderson chose to deliver that message in a way certain to be heard. It was an outrageous stunt but it worked -- and whether you tsk-tsk or applaud her effort, Pamela Anderson and PETA made headlines around the globe that day. It worked for the global cosmetics company Avon in Bulgaria this week, when in a continuing effort to raise awareness for breast cancer, they launched an eye-catching public campaign using three well-known sexy celebrities of Bulgaria. Posing in a larger-than-life banner hung outside the National Art Gallery in Sofia, the three beauties stared back at passers-by with a suggestion that when the large pink ribbon covering the women in the banner in just the right places came down, the public would be in for a nude shock.
As it turns out, when the pink ribbon was pulled down, the bare-shouldered bare-legged smiling women in the poster -- television star Natalia Simeonova, pop diva Maria Ilieva and film actress Koyna Rousseva -- were holding up pink tees with a breast cancer message printed on them.
Will the public or the paparazzi ever tire of sexy or the hint of nudity or actual nudity? No -- and I am not suggesting they do. Only that this type of campaign risks becoming cliche. If I were head of a large organization with a goal to raise awareness in eye-popping ways, I would hire the brightest, most innovative and creative minds in the advertising world, and let them create something intelligent and fresh and new. But for now, Pamela Anderson and Avon know what works -- and they work it.
