"Happy Prostitute Ads" commissioned by the Healthy Ministry in Brazil to promote safe sex has backfired.
The online campaign, which featured slogans such as "I'm happy being a prostitute" and "I cannot be seen without a condom, my love," have been scrapped after it received wide criticism and backlash for glamorizing prostitution.
The ad had intended to educate the public about sexually transmitted diseases and to reduce prejudice against prostitution.
The Health Ministry's head Alexander Padilha said: "The role of the ministry is to have specific content to encourage prevention among sex workers. He issued a statement after the offensive ad was pulled, saying, "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."
Extreme poverty has been forcing many young men and women in Brazil to turn to prostitution, where it is legal in the country.
Prostitution in Brazil is expected to spike as the country prepares for the biggest sporting events in the coming years – the FIFA World Cup in 2014 and the 2016 Olympics. Prostitutes are reportedly learning foreign languages so they can communicate with future clients.
