There’s nothing like a bit of innuendo to spark attention from an online audience.
This time, the attention came after a Canadian advertisement for vitamin D surfaced on the Web. Take a look at the campaign from Yukon
Health and Human Services:
Although the above slogan, “We all need the D, even me,” was meant to encourage citizens of the territory to consume more of the bone-strengthening vitamin, it was
an easy target for millennial wordsmiths to substitute “the D’s” slang meaning.
It wasn’t immediately clear whether the group was in on the joke. It was, however, too late to bounce back from the depths of the Internet.
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Twitter users wasted no time interrupting the wordplay:
Patricia Living, the director of communications for Yukon Health and Human Services, told Yukon News that the innuendo was intentional, but didn’t realize
that its meaning was as crude as it’s now being purported to be.
"When trying to reach a young adult audience, [the department] often reaches for provocative and humorous messaging, to great success," Living told a Vice reporter. "However, what was considered a
cheeky, risqué message to draw in attention was escalated, taking the campaign into graphic areas that were never intended."
The ads have since been removed. The Yukon organization reportedly plans to continue its promotion of vitamin D intake, but with a slogan that
puts less emphasis on the “D”:
Vitamin D: Are you getting what you need?