A PUBLIC HEALTH campaign launched in Canada this week was supposed to promote people taking more Vitamin D this winter.

But the wording of the campaign made it seem like people needed something else in their life:

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“WE ALL NEED THE D. EVEN ME!”

¯\_(ツ)_/¯

The campaign was launched by the government of the Canadian region of Yukon this week – and it’s raised eyebrows and provoked sniggers across social media.

There was a series of these posters published on the website and in real life

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Yukon Health And Social Services has since said that they didn’t really realise that the phrase had such… phallic associations with young people.

Their director of communications told Vice:

When trying to reach a young adult audience, [the department] often reaches for provocative and humorous messaging, to great success. However, what was considered a cheeky, risqué message to draw in attention was escalated, taking the campaign into graphic areas that were never intended.

Graphic areas, indeed

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The small circle on each of the ads asks a simple question:

How do you do the D?

Well now

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Going by the campaign’s website, all trace of the D have been removed and replaced with an altogether more straightforward question:

Did you take your Vitamin D today?

Crisis averted.

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