These poster advertisements were launched in the state of Guerrero with a view to stop unethical sell of to stop sea turtles’ eggs purportedly with qualities to intensify sexual desire. The advertisements were launched by the San Diego-based conservationist group Wildcoast but despite of having a good cause behind the campaign it was criticized for bad presentation. The advertisement campaign was eventually banned by the state of Guerrero in August 2005, after it received complaints from the Mexican National Institute for Women.
The government-backed Institute had alleged that the advertisements were guilty of presenting women in a stereotypically sexualized way. In fact, the campaign was intended to fight against the system, frequent in Mexico, whereby sea turtles’ eggs are poached and then sold for their supposedly aphrodisiac qualities.
Fay Crevoshay, Wildcoast’s communications director, had supported the images used in the campaign saying, ‘this is what I call target marketing. We are talking to a certain type of man that will look at this and will get the message.’ The tag line read, ‘My man doesn’t need turtle eggs...Because he knows they don’t make him more potent.’
