I think this is absolutely brilliant on a couple of levels...
This idea was conceived by a woman who lives in Sweden, a country that apparently has a huge problem with rape with little to no consequence for the rapist. Women have had no way of protecting themselves really, and have continued to have no protection after the fact.
What is totally cool about this is that it is the idea that is being marketed, the item itself has not yet become an actuality and so for right now, marketing is being used as a protective device... they're not exactly selling anything yet but protection is provided all the same because they're marketing the concept as if the item was real... I think that is totally cool...
About the only thing that I see as a possible huge issue is that there's more than one kind of rapist basically... and for the more violent ones then an unpleasant surprise like this device, could potentially turn him into a killer...
http://www.femdefence.info/index2.html
There's the link, be sure to read through all the links, the Background, the Interview, and there's a few pictures of the ads that are up & the "Film" shows the 3 commercials airing over there now... VERY powerful message they send out.
I still think its cool that marketing is being used for something other than selling an item.. :D
Xxx-SIN-xxX