France expanding its sexy advertising campaign for Covid vaccines

A French vaccination advertising campaign that caused an international stir with its sexy message is to be expanded in an effort to persuade younger French people to get the Covid vaccine.

France expanding its sexy advertising campaign for Covid vaccines

The advertising campaign was dreamed up by regional health authorities in the southern Provence-Alpes-Côtes d’Azur region and focuses on ‘desirable side effects’ of the vaccine.

In an attempt to address fears of vaccine side-effects, the series of four adverts uses the tagline ‘Yes, the vaccine can have desirable effects’ with images of people going on holiday, attending festivals and travelling.

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

But it was the fourth image in the series that really caught international attention, showing a couple who appear to be enjoying a hook-up.

Playing to French stereotypes as the land of lovers, it was widely shared on social media and several English-language news sources ran articles on it, including British newspaper The Independent, who titled their article ‘A very, very French vaccine advert’.

On social media, many others pointed out that in the US there are financial inducements to get the vaccine – such as lotteries – while British adverts focus on going to the pub again, in contrast to France’s saucier message.

“We have not stopped broadcasting messages explaining why we must protect ourselves and others with barrier gestures but also the vaccine,” explains Philippe de Mester, Director General of the PACA health authority which devised the campaign.

“But we realised that this rather institutional discourse, which is sometimes a bit guilt-inducing, had little impact.

“So we thought about another approach, asking ourselves how we could reach people differently.”

The campaign, which is intended to target younger people who might be hesitant to get the vaccine, will now be expanded from social media, with posters going up across the southern region.

“It looks like an advert for condoms,” one passer-by told French radio station FranceInfo as the billboards were erected on Thursday.

Member comments

  1. These adverts are a f##king disgrace. The choice of whether you’re going to have a covid injection or not, shouldn’t be glamorised like this.

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More than 100,000 protest Macron’s plan to ‘piss off the unvaccinated’

More than 100,000 people across France protested on Saturday over what they say are government plans to further restrict the rights of the unvaccinated.

More than 100,000 protest Macron's plan to 'piss off the unvaccinated'
Demonstrators hold a banner reading " The youth piss off the vaccine front " during a protest against the health pass on Saturday. Photo: Christophe Archambault/AFP

The protest came only days after French President Emmanuel Macron vowed to “piss off” those refusing the jab.

The turnout was four times higher than the numbers who answered the December 18 call to protest, when 25,500 people marched across the country, according to government estimates.

The protests oppose a planned law that will require individuals to prove they are fully vaccinated against the coronavirus before they can eat out, travel on inter-city trains or attend cultural events.

On Thursday, France’s lower house of parliament passed the controversial bill in a first reading. The government has said it expects the new requirements to be implemented by January 15, although lawmakers in the Senate could now delay the process.

About 18,000 protesters gathered in Paris. Photo: Christophe Archambault/AFP

Interior ministry officials said 105,200 people participated in Saturday’s protests across France, 18,000 of them in the capital Paris, where police reported 10 arrests and three officers slightly injured. Elsewhere there were 24 arrests and seven police officers lightly injured according to the ministry.

Among the larger demonstrations, around 6,000 demonstrators turned out in Toulon, while in Montpellier police used teargas during clashes with protesters.


France recorded 303,669 new coronavirus cases on Saturday amid mounting pressure on hospitals.

The Paris protesters, many of them unmasked, braved the cold and rain brandishing placards emblazoned with the word “truth” and “No to vaccine passes”.

Others took aim at Macron, using the same coarse language he employed in his attack on people holding out against vaccination earlier in the week.

Macron said Friday that he fully stands by controversial remarks he made on Tuesday, when he vowed to “piss off” people not vaccinated against Covid-19 until they accept shots.

The earthy language and uncompromising approach provoked uproar in French media and from opponents.