SHARE
COPY LINK

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

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.”

Member comments

Log in here to leave a comment.
Become a Member to leave a comment.

HEALTH

Lengthy waiting times at Danish hospitals not going away yet: minister

Danish Minister for the Interior and Health Sophie Løhde has warned that, despite increasing activity at hospitals, it will be some time before current waiting lists are reduced.

Lengthy waiting times at Danish hospitals not going away yet: minister

The message comes as Løhde was set to meet with officials from regional health authorities on Wednesday to discuss the progress of an acute plan for the Danish health system, launched at the end of last year in an effort to reduce a backlog of waiting times which built up during the coronavirus crisis.

An agreement with regional health authorities on an “acute” spending plan to address the most serious challenges faced by the health services agreed in February, providing 2 billion kroner by the end of 2024.

READ ALSO: What exactly is wrong with the Danish health system?

The national organisation for the health authorities, Danske Regioner, said to newspaper Jyllands-Posten earlier this week that progress on clearing the waiting lists was ahead of schedule.

Some 245,300 operations were completed in the first quarter of this year, 10 percent more than in the same period in 2022 and over the agreed number.

Løhde said that the figures show measures from the acute plan are “beginning to work”.

“It’s positive but even though it suggests that the trend is going the right way, we’re far from our goal and it’s important to keep it up so that we get there,” she said.

“I certainly won’t be satisfied until waiting times are brought down,” she said.

“As long as we are in the process of doing postponed operations, we will unfortunately continue to see a further increase [in waiting times],” Løhde said.

“That’s why it’s crucial that we retain a high activity this year and in 2024,” she added.

Although the government set aside 2 billion kroner in total for the plan, the regional authorities expect the portion of that to be spent in 2023 to run out by the end of the summer. They have therefore asked for some of the 2024 spending to be brought forward.

Løhde is so far reluctant to meet that request according to Jyllands-Posten.

SHOW COMMENTS