Common themes represented here:
Harm reduction/refusal to name the agent. Something that is stressful and painful — like having to choose one dangerous, less-than-100% effective contraceptive product/device over another, then deciding on an IUD which is known to cause pelvic inflammatory disease, among other complications, and then having it medically inserted and subjecting yourself to known and unknown risks for the foreseeable future, is made to seem as if it’s a stress-reliever and the lesser of two evils. Which, of course it is — but the “evil” of PIV is never discussed as such, even though it obviously is one and that fact is both known and taken into consideration in the reproductive-related cost-benefit analyses women perform all the time. Here, just because it “doesn’t interfere with your menstrual cycle” it is presented as the lesser of two evils between hormonal and non-hormonal contraceptives — again, this is damage control only. Hormonal contraceptives and the PIV-as-sex paradigm would not even exist outside a patriarchal context, where women’s reality, including our biological and reproductive reality is bent to fit the roles and uses men have designed and dictated for us.
PIV-centric narrative — Normalize reproductive stress and pain. Contraceptive commercials are low-hanging fruit but are an excellent illustration of how women’s reproductive stress and pain is normalized and invisiblized — the harms are all right there in list-form and are significant, but they are presented in a way that makes it seem as if they are not significant.
Reversal. Big pharma manufacturing and marketing a dangerous consumer item to women is “safe”; a piece of metal inserted into your uterus is “natural”; all of this drama, stress and pain is drama-free; being subjected to the harms of dangerous PIV-centric-sex by a privileged male is “love” and what comprises a woman’s “love life.”
Additional notes: The PR-firm that created this ad makes the following statement attached to this video:
Paragard hired Curious Pictures to deliver work that not only reflected the brand’s message but offered a sensory experience that would be associated with the natural feel of the brand. Curious Pictures’ director Hayley Morris responded to the challenge. It was decided to use hand-cut paper for a stop-motion piece that would convey a natural and physical sense of movement and lighting. The goal was to produce an upbeat and stylish commercial where each character would have a distinct personality seen through their appearance, movement, and even facial expressions. By creating unique characters, the work heightens the sense of identification, emphasizing Paragard’s message and steering away from generic perceptions.
Generic perceptions? Or very specific associations with other IUDs as a class of medical devices, all of which are known to be dangerous, causing pelvic inflammatory disease; and very specific associations with a prior brand of IUD — the Dalkon Shield — which caused a public health crisis in the 70s and 80s that was so bad that distribution was suspended at the request of the US Food and Drug Administration and the device was recalled? The company even created a memorable ad campaign telling women about the recall and offering to pay women’s doctors to remove them. Generic perceptions! That’s rich. Leave it to a PR firm to come up with a shameless, epic misdirection preventing women from making “associations” that might save their own lives — and that’s exactly what Paraguard has done here.
See also the post on Mirena, another brand of IUD.