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DATING

Swedish women look for long-distance love

Richie Rankin reveals why Swedish women are developing a penchant for dating men from abroad.

Swedish women look for long-distance love

The world is getting smaller. That we already know. Major environmental-impact issues aside, low-cost air travel means a weekend away (give or take a few days) to cities such as London or New York – or anywhere in Europe, for that matter – is relatively affordable. Factor in the Internet’s increasing presence in our daily lives, and you start to realize just how small it’s becoming.

Where am I going with all this? Our attitudes towards finding love are changing. Long-distance relationships aren’t ideal. Granted. But with the advent of talk-for-free web programs such as Skype and aforementioned air travel, dating someone who lives a few thousand kilometres away has never been more feasible. What’s more, the emergence of online dating around the globe suggests we’re more open to the idea than ever.

Take, say, Britain. A recent article in leading London newspaper The Independent identifies a growing trend of unlucky-in-love Brits looking beyond their own borders for the perfect partner. Why? With the spiralling cost of rail travel in the United Kingdom, it’s just as cheap to fly to a city such as Stockholm as it is to head overland from London to, say, Leeds. The paper also suggests that as much as one-fifth of the country’s 15 million singles would consider a serious long-distance relationship with someone abroad.

Then there’s the ‘exoticness’, if you will, of dating a foreigner. It’s almost a given, and is something that extends far beyond Europe. Put simply: people often yearn for something different to the norm they’ve grown up with.

But is the feeling reciprocated here in Sweden? If my early observations were anything to go by – yes. Swedish women, it seems, are warming to the idea of dating foreign men, particularly from the UK.

Keen to put the theory to test, I put the word out through friends. That two friends of friends dating Brits emerged in the space of a week is rather telling. Add to that a chance meeting with another (who happens to be dating an American) in savvy Stockholm bar Riche in the same week, and you start to get the picture.

First there was Sofia, 28, whose boyfriend is based in London. “Before I met James, I was spending time with friends there every six to eight weeks anyway,” says the Stockholm-based marketing manager. “So it’s not a big deal. We met, by chance, when I was over about seven months ago, and have since been taking turns to fly over to see each other. We normally spend around two weekends a month together.”

The attraction of British men? “They’re a lot more adventurous and interesting than Swedish guys. Seeing someone so far away certainly isn’t for everyone, though. I’d much prefer to be able to call and just meet up whenever. But to be honest, it’s so cheap to fly back and forth, and I can live with a two-and-a-half-hour flight after work on a Friday once a month. You learn to deal with it.”

So how much longer can she keep it up? “We’re giving it until September. After that, one of us will need to make a decision – although, I think he’ll end up moving to Stockholm. We’ll see.”

For Anna, 33, the distance is much greater. “I was working in New York in 2006, Tom and I met, and things just clicked,” says the Stockholm-based financial consultant. “Unfortunately, I had to move back for work last year, whereas Tom’s business had just started to take off.”

Is it worth the heartache? “The things you do for love. A long-distance relationship really suits me. Sometimes it’s just easier, particularly if you work long hours. Obviously, long term, I’m either going to move back there or he’s going to have to relocate here. In the meantime, though, I just don’t have the time to see someone week in, week out. So it’s ideal. We talk or email at least three to four times a week, so you can still maintain that connection and chemistry.”

And the fact they’re separated by the expanse of the Atlantic Ocean? “Okay, the eight-hour flight is a bit of an issue. It just means I have to dip into my holiday leave every month or two. Not ideal, but definitely doable.”

Hanna, 23, on the other hand, met a Londoner online in March. “He’s flying over in three weeks,” says the second-year design student. “We met on a dating site and started flirting on MSN. We’ve pretty much been chatting a couple of times a week ever since.”

Any apprehensions about meeting up with a foreign guy she’s never met before? “I actually met my last boyfriend online, so, no, not really. I’m far more nervous this time, though, given the whole distance thing. When someone is flying all the way from another country, there’s a lot more pressure.”

So why not date someone a little more local? “I’ve always liked the idea of dating a foreign guy – just for something different. I find Swedish guys a little boring. Plus, I’m thinking of moving to London after I graduate next year anyway, so, for me, it’s exciting to see where things might lead.”

Is the cost of travelling to London on a regular basis a concern? “If it does work out, flights with Ryanair out of Vasterås are so cheap – they’re, like 700 kronor return – I really can’t see it being an issue.”

Richie Rankin

HEALTH

IN PICTURES: 7 of the French government’s sexiest public health adverts

An advertising campaign aimed at convincing young people to get the Covid vaccine has attracted international attention, but it’s not the first time that French authorities have sexed up their public health messaging.

IN PICTURES: 7 of the French government's sexiest public health adverts
Image: AIDES.

It’s an international cliché that France is the land of l’amour – or at least the land of le sexe – and that reputation does seem to be justified, given how often French public health bodies have turned to sex in an attempt to get their message across.

From the suggestive to the downright scandalous, here are seven examples of health campaigns which relied on that oh so French fondness for romance.

Get vaccinated, get laid

The Covid campaign in question was created by regional health authorities in the southern Provence-Alpes-Côtes d’Azur region.

The poster which has got people hot under the collar features two very attractive and very French-looking people kissing, seemingly in the back of a cab after a night on the town. “Yes, the vaccine can have desirable effects,” it says.

The campaign has proved so popular that it will soon be expanded.

Promoting road safety

Earlier this year, the French Road Safety Delegation released a video ahead of Valentine’s Day, which showed a couple sharing an intimate moment in the bedroom.

The full 30-second video featured the slogan, “Life is better than one last drink for the road”.

Another image of two people kissing, seemingly without clothes, included the line, “Life, love. On the road, don’t forget what truly matters.”

Fight against HIV/AIDS

While the link between road safety and sex isn’t immediately obvious, less surprising are the references to intimacy in the health ministry’s HIV awareness campaign from 2016.

Each of the different posters shows two men embracing. Straplines include, “With a lover, with a friend, with a stranger. Situations vary, and so do the protective measures.”

The posters shocked conservative sensibilities, and several right-wing mayors asked for them to be taken down in their towns. 

HIV awareness campaign

Just a few days after the controversy over the ministry’s posters ignited, the non-profit AIDES launched its own campaign, and it didn’t hold back.

The posters showed scuba instructors, piano teachers and parachutists, all of them naked alongside their students. The slogan: “People undergoing treatment for HIV have a lot of things to pass onto us. But the AIDS virus isn’t one.”

“Even if we’ve been spreading this information since 2008, we realise that a lot of people don’t know that antiviral treatments prevent spreading,” head of AIDES Aurélien Beaucamp told France Info.

“People are still afraid of those who are HIV-positive.” 

Government-mandated pornography

It’s common for sexualised advertising campaigns to be labelled pornographic by critics, but in 1998, the French government went a step further and created actual pornography.

READ ALSO Language of love – 15 of the best romantic French phrases

The health ministry commissioned TV station Canal Plus to create five short erotic films to encourage the use of condoms and prevent the spread of HIV. The campaign featured up-and-coming directors such as Cedric Klapisch and Gaspar Noé.

“The only possible way to look at, to get people to protect themselves, is to show, show everything, show simply and without creating an obsession of the sexual act and the act of wearing a condom,” Klapisch said, according to an Associated Press story published at the time. 

You didn’t really think we’d include images of this one, did you? (OK, here’s a link for those who are curious).

A controversial anti-smoking campaign

https://twitter.com/MarketainmentSE/status/212863393143586817

It’s time to forget what we said about romance, because there is nothing romantic about this 2010 campaign from the Droits des Non-Fumeurs (Non-smokers’ rights) association and the BDDP & Fils communications agency.

The campaign featured several images of young people with a cigarette in their mouths, looking up at an adult man who rested his hand on their heads. The cigarette appeared to be coming out of the man’s trousers.

The slogan said, “Smoking means being a slave to tobacco”. The association said the sexual imagery was meant to get the attention of young people who were desensitised to traditional anti-smoking messages, but the posters caused outrage, with members of the government publicly criticising the choice of imagery.

Celebrating LGBTQ+ love

On the other end of the spectrum is this very romantic video from the national health agency Santé Publique France. It was released on May 17th 2021, the International Day Against Homophobia, Transphobia and Biphobia, and was part of a campaign against anti-LGBT discrimination and violence. It is set to Jean-Claude Pascal’s Nous les amoureux

Showing a diverse range of couples kissing, holding hands, and healing each other’s wounds, the video ends on the word play: “In the face of intolerance, it’s up to us to make the difference.”

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