Condom brand boards the "slut pride" bandwagon

It's a great idea, really. From the incident that led to Slutwalk's creation to Rush Limbaugh's recent verbal incontinence, there has been a strong will to reclaim the "slut" label foe a generation of sex-positive feminists.

Sir Richard's Condom Company knew a good meme when they saw one. This is a prophylactic producer with a cause. For every condom sold in the first world, they donate one to a free clinic in developing countries, engaging local artists and activists to brand them in culturally relevant ways.

Now, Sir Richard's has wrapped itself in the slut pride movement, launching the campaign site "Sluts Unite":

Sure, it's a money making ploy as well. But I like it, myself. Cynical or sincere, I think the only way to improve sexual health and dignity for everyone is to engage in a more natural and unashamed sex-positive dialogue.

For Sir Richard's, the front line is social media. So they have created a wide variety of avatars for people to use in the fight to make "slut" less of a dirty word:

Sure, there are people who object to this. I get it. But change should be a little unsettling.

Tip via AdRants.