THE LOVE LIFE CAMPAIGN 2014 -...
Transcript of THE LOVE LIFE CAMPAIGN 2014 -...
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THE LOVE LIFE CAMPAIGN 2014
NORINA SCHWENDENER, Project Manager Federal Office of Public Health
DAVID SCHÄRER, Partner Rod Communications, Zurich
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((CLIPPINGÜBERSICHT))
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„Is the anti-AIDS ad too sextreme?“
“Porno accusation is
absurd”
„Too much sex?“
„It’s about prevention, not about
morals“
“I see more boobs at the outdoor pool”
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WHAT HAPPENED?
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TV SPOT 60“
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HIV: LANGFRISTIGER TREND
Quelle:
ANTEIL VON MSM AN HIV-DIAGNOSEN 2013: 39% (-6%) ANTEIL HETEROSEXUELLE 2013: 49% (+6%)
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HIV AND STIs IN SWITZERLAND 2013 THE NUMBER OF NEW INFECTIONS HAS STAGNATED:
Slight downward trend: HIV • Confirmed reports of HIV: 575 (-8%)
Stabilising at a high level: syphilis • Confirmed reports of syphillis: 538 (-7%) More reports, more resistance: gonorrhea • Comfirmed reports of gonorrhea: 1609 (+7%) Young women strongly affected: chlamydia • Confirmed reports of chlamydia: 8528 (+6%) The approach of constantly raising awareness among the public has proven to be worthwile
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First „Stop Aids“ Campaigns in Switzerland, 1987
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AIM OF THE CAMPAIGN:
TO MAKE PROTECTED SEX MORE ATTRACTIVE THAN
UNPROTECTED SEX.
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SOCIAL PARTICIPATION*
World Health Report 2008 – «Primary Health Care (Now More Than Ever)»
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«SOME OF PEOPLE‘S MOST INTENSE REGRETS CONCERN SEXUAL DECISIONS.» Andrew Galperin, UCLA
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„One of three people regret something about their sex life“
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Everyone makes the same promise – an takes part actively in the campaign. In the way that suits them.
TAKING PART IN LOVE LIFE MEANS:
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„Government looking for lay people to take the
clothes off for the camera“
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((CLIPPINGÜBERSICHT))
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“Too hot for conservative Christians”
“Porno complaint against HIV campaign”
“Protest against HIV campaign”
“Porno steamroller”
“Government gets carried away”
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„Campaigns like this are more necessary than ever. LOVE LIFE might well shock some and amuse others, but
it fuels a public discussion. What counts is that the issue is being talked
about.“ Le Matin, 7 August 2014
„Switzerland ist talking about HIV again“
Blick, 13 May 2014
„A campaign rarely generates so much publicity“ Blick, 13 May 2014
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YOUTUBE VIEWS: 1 MILLION
PR VALUE:
> EUR 4 MILLION
YESSES TO THE MANIFESTO:
150‘000
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THANK YOU.