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A marriage made in Sweden and America

How do a couple that met in London, live in Sweden and speak both English and Swedish plan their happy day? Ben Kersley (Englishman and ‘sambo’) attends a Swedish/American wedding.

It’s the old story. American boy meets Swedish girl. They fall in love. Boy moves to Sweden. Boy proposes, girl accepts. A fairytale romance where nothing can go wrong.

But then there’s the wedding. How do you keep two families from either side of the Atlantic happy?

One thing Chris and Maria didn’t have to worry about was the weather as the gods decided to smile upon them with a perfect summer’s day. The setting was idyllic; a 14th century church in the St. Anna archipelago, just outside Söderköping, a small town in the east of the country.

There is a universal language when the weather is good: people smile and relax, ties are loosened and jackets are removed. With the weather taken care of, Chris and Maria’s wedding went like clockwork. They had planned carefully and everyone felt part of the day regardless of language or nationality.

Chris’s family hails from the US and Maria’s from northern Sweden. They met in London six years ago on their gap years while both were doing voluntary work. They have spent time in the UK and the US but for the last three years they have lived in Sweden where Chris has become fluent in Swedish.

This was a traditional wedding, but the first point of contact for the guests was a thoroughly modern website that gave the lowdown on the couple, the service, accommodation, etc. in both languages.

For the Americans there was a guide to Sweden letting guests know what to expect from life this side of the pond. Perhaps most important was the information on the real meaning of a Swedish summer and sea temperatures – bearing in mind some guests were traveling from southern California.

The service was conducted in both English and Swedish with the pastor a family friend whose austere demeanour relaxed slightly whenever he spoke English. He was clearly bubbling with excitement at the idea of delivering his service in a foreign language. He even peppered his sermon with a couple of jokes, transliterating Småland for the Americans as ‘small country’, much to the amusement of the Swedes in the congregation.

Like many Europeans, I am rarely in a church, so the experience alone was slightly alien, but even a heretic like myself was impressed with the concessions made to accommodate both nationalities.

Communion could be received in either English or Swedish and an extra pastor was drafted in for this part of the service. As a non-believer I shuffled uncomfortably in my seat watching the ritual and thinking how much easier it would have been if they had all been Roman Catholic with Latin as the common language.

The communion also made me realize that this was a church wedding that actually meant something. Chris and Maria were the real deal. In fact, Maria’s father is a pastor and Chris’s family are dedicated churchgoers, so the setting was for more than just the family album.

Americans seem to be a lot more religious than the average European, and with the couple cohabitating as ‘sambos’ (live-in partners), the pressure was more from the US side to hurry up and ‘do the right thing’. It must have been a relief to hear “I do”, which was uttered in both languages. I was a bit disappointed that Swedish makes do with a simple ‘Ja’, which lacks the impact of the two syllable ‘I do’.

Regardless of the language, the Americans trumped the Swedes in terms of gusto. When a hymn was sung or when doing a reading or addressing the congregation, the US contingent were behind the words in full voice. The Swedes followed the tradition of the tuneless, characterless dirge that epitomizes northern European Protestantism.

The wedding ceremony is fairly universal, and there was only one tradition that needed explaining to the Swedish side of the congregation. A unity candle was lit, an American tradition that has not gained popularity in Sweden, but even this was pretty self-explanatory.

There was a concerted effort to show that this was a wedding of two nations and the wedding cars carried both the American Stars and Stripes and the blue and yellow Swedish flag. As the cars made their way from the church to the reception, local heads turned, wondering if they had witnessed some kind of impromptu US state visit to backwater Sweden.

At the reception, speeches were generally made in English with half the Swedes keen to translate (i.e. show off) if a word escaped the speaker. More often than not, it was the groom, Chris, who jumped in first. He is very competitive, but as he pointed out, unlike most Swedes, he has studied Swedish.

The cake summed up Chris and Maria’s marriage better than any speech or ceremony. A traditional tiered cake topped by a miniature bride and groom was joined by two extra cakes, one in the shape of Sweden and the other in the shape of the US, and connected to the main cake by the Golden Gate and Högakusten bridges.

Theirs is a marriage based on more than just a beautiful Swede and a charming American (which they are). Their ability to bridge two countries will be the key to their success. Both are fluent in each other’s language, and are able to find the positive elements from each nation. Chris and Maria stand in the middle, successfully straddling both continents.

Ben Kersley (www.speakup.se) is a writer and performer who has lived in Sweden since 2006. He is also Sweden’s only Swenglish stand up comedian.

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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