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

France brings in free contraception for all women aged 18-25

Free birth control for all women under 25 will be available in France from Saturday, expanding a scheme targeting under-18s to ensure young women don't stop taking contraception because they cannot afford it.

France brings in free contraception for all women aged 18-25
A doctor holds an interuterine contraceptive device (IUD) before inserting it in a patient. Photo: Adek Berry/AFP

The scheme, which could benefit three million women, covers the pill, IUDs, contraceptive patches and other methods composed of steroid hormones. Contraception for minors was already free in France.

Several European countries, including Belgium, Germany, the Netherlands and Norway, make contraception free for teens. Britain makes several forms of contraception free to all.

France announced the extension to women under 25 in September, saying surveys showed a decline in the use of contraception mainly for financial reasons.

The move is part of a series of measures taken by President Emmanuel Macron’s government to boost women’s rights and alleviate youth poverty. The free provision is supported by women’s groups including the association En Avant Tous.

“Between 18 and 25-years-old, women are very vulnerable because they lose a lot of rights compared to when they were minors and are very precarious economically,” spokeswoman Louise Delavier told AFP.

Leslie Fonquerne, an expert in gender issues, said there was more to be done.

“This measure in no way resolves the imbalance in the contraceptive burden between women and men,” the sociologist said.

In some developed countries, the free contraception won by women after decades of campaigning is coming under attack again from the religious right.

In the United States, former president Barack Obama’s signature health reform, known as Obamacare, gave most people with health insurance free access to birth control.

But his successor Donald Trump scrapped the measure, allowing employers to opt out of providing contraception coverage on religious grounds — a decision upheld by the Supreme Court in 2020.

Poland’s conservative government has also heavily restricted access to emergency contraception as part of its war on birth control.

SHOW COMMENTS