“Happy Prostitute” Ads Backfire In BrazilBy: Amanda Crum - June 5, 2013
A new ad campaign in Brazil is receiving some backlash for glorifying prostitution, which is legal in the country but is being targeted ahead of the 2014 World Cup and the 2016 Olympic games, which will both take place in the country.
The ads, which were created to promote safety among sex workers, were dropped by Brazilian health minister Alexandre Padilha this week.
“The role of the ministry is to have specific content to encourage prevention among sex workers, who are a very vulnerable group,” he said. However, the ministry had a change of heart after receiving criticism for the promotion of prostitution.
“I do not think this is a message the ministry should be sending. For as long as I remain in office and add like that will not be part of our campaigns,” Padilha said.
The sex trade is booming in Brazil as tourism rates go up, and there has been a change lately focused on the success of working women; the Association of Prostitution is even offering free English classes to women who want to learn the language in order to earn favor with their clients, thus bringing in more money.
“Across Brazil, lots of businesses in the private sector are getting prepared and making their workers more qualified for the Cup. Well, this is a profession, too,” Cida Vieira, the president of the association, said.