How do you say "ouch" in Swedish?

This really has to be a joke. Nobody would actually expect women to use it, would they? It only "protects" against one form of sexual assault, and as an added benefit will ensure that you get any STD that your attacker might have because he would be bleeding all over the place. And couldn't anyone with bad intent just remove it? I'd prefer firearms, carried externally, for personal protection, but maybe that's just because I am scared of needles. (Via feministing)

UPDATE: Reader Dennis Josefsson informs me that the ads are not a joke but are intended to start a debate about rape in Sweden. (And also that ouch = "aj.")