Critics pan All Blacks’ ‘no sex’ campaign

WELLINGTON, New Zealand — New Zealand Rugby Union has defended an advertising campaign which urges All Blacks supporters to abstain from sex during this year’s Rugby World Cup.

The campaign, devised by the advertising agency Saatchi and Saatchi for team sponsors Telecom and fronted by former All Blacks captain Sean Fitzpatrick, offers black finger rings to supporters who agree to abstain from sex during the Sept. 9 to Oct. 23 tournament.

Critics have called the campaign embarrassing and say it will make New Zealanders the subject of ridicule during the World Cup. But NZRU commercial manager Paul Dalton said the campaign was “something fun” and it should be “obvious to everyone that it is not to be taken too seriously.”