French posters of kissing couples promote the ‘desirable’ side of the Covid jab | France

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A romantically suggestive French advertising campaign persuading young people to get vaccinated against Covid-19 has highlighted the “desirable” effects of getting bitten.

The posters, produced by health authorities in southern France, aim to show how getting vaccinated can dramatically improve people’s social lives, by countering public concerns about ‘unwanted’ or unwanted side effects from coronavirus vaccines. .

Making full use of French stereotypes, one poster shows a couple kissing in the back of a vehicle, while others in the six-poster series include young people at a concert, a family going to the beach and a hugging couple in a train station.

One of the French posters. Photography: ARS-PACA

Under the slogan: “Yes, the vaccine can have desirable effects”, adds the message: “With each vaccination, life begins again.

the Provence-Alpes-Côte d’Azur Regional Health Authority, who made the posters, said: “Inspired by the national campaign, we are sending a very positive message to people, with photographs evoking reunion scenes while sending a nod to the phrase ‘unwanted effects’ that we hear a lot about it with the Covid-19 vaccine.

“This message will be broadcast on a network of urban billboards and in places people frequent (bars, restaurants, gyms, etc.) and will also be relayed on our social networks.

Philippe de Mester, the director of the health authority, said Radio France: “We have not stopped disseminating messages explaining why we must protect ourselves and others with barrier gestures but also the vaccine, but we have realized that this fairly traditional approach, sometimes a little guilty, has little impact.

“So we thought about another approach by asking ourselves how we could reach people in a different way.

Local, an English-speaking news site in France, points out that the country has a long history of suggestive advertising campaigns.

Previous gendered public health messages included a Valentine’s Day message for drivers: “Life, love. On the road, don’t forget what really matters.

Under the slogan: 'Yes, the vaccine can have desirable effects', the message adds: 'With every vaccination, life begins again.'
Under the slogan: ‘Yes, the vaccine can have desirable effects’, the message adds: ‘With every vaccination, life begins again.’ Photography: ARS-PACA

In November 2016, the French Ministry of Health’s AIDS awareness campaign included four posters showing two men and the caption: “With a lover, with a friend, with a stranger; situations vary, so do protective measures.

French President Emmanuel Macron will hold a meeting of the health defense council on Monday and is expected to announce new measures thereafter to combat the spread of the Delta variant in France in the hope of avoiding a planned fourth wave of coronavirus.

Among the measures envisaged is the obligation for health workers, including those in private care homes, to be vaccinated. On Friday, Public Works Minister Élisabeth Borne will meet with union representatives to discuss disciplinary measures for those who refuse the vaccine. They are also expected to discuss whether workers from other sectors in contact with the public should also be included in the measure.





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