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New strategy for Swiss Aids prevention campaign

The Swiss government is launching a new strategy for its "Stop Aids" campaign by taking a more holistic approach. It will no longer focus exclusively on the HI-Virus, but will instead concentrate on strengthening attitudes towards prevention.

This content was published on February 4, 2000 - 14:07

The Swiss government is launching a new strategy for its "Stop Aids" campaign by taking a more holistic approach. The new campaign will no longer focus exclusively on the HI-Virus, but will instead concentrate on strengthening attitudes towards prevention.

The ministry of health's new Aids campaign is being launched with a series of explicit advertisements. One portrays the evolution of condoms through the ages; another shows an Indian drawing of a couple having sex.

The aim is to cut through the prejudices and preconceptions surrounding sex and Aids in a matter-of-fact way, with a view to changing attitudes.

The health ministry is perfectly aware that the campaign is provocative, and may well shock many members of the public. That is part of the intention.

Under a poster portraying two people having sex in a rather unusual way, the message is: The ministry of health doesn't care how you do it, it's only interested in what you do it with."

The ministry is expecting plenty of fallout, both from the posters, and from a film, which is to be shown at open-air cinemas around the country on July 14.

The objective is to prevent Aids "fatigue" from setting in. The health ministry is concerned that - given falling numbers of Aids cases in the developed world - people think the battle against the disease has been won, and become more relaxed about practising safe sex.

Its new motto has a familiar refrain: "Protect others as you would protect yourself".

By Jonas Hughes

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