‘Get it on’: The new LOVE LIFE Campaign

The new LOVE LIFE campaign by the Federal Office of Public Health, the Swiss AIDS Federation and SEXUAL HEALTH Switzerland is running under the slogan ‘Get it on’. The slogan conveys in a play on words what LOVE LIFE is all about: the pleasure and fun of sex, and that wearing a condom should be standard practice. True to the spirit of LOVE LIFE, the message isn’t ‘stop, danger!’, but to have safe sex. The four scenes featured in the campaign show when ‘safer sex’ begins in different situations. The familiar LOVE LIFE logo takes on a new role. It is no longer simply the name of the campaign that appears on publicity material, but instead serves as both message and instruction manual in the shape of a condom wrapper being opened at the appropriate moment.

Campaign

The first Swiss campaign for HIV prevention launched in 1987. Ever since, the Swiss Federal Office of Public Health (FOPH) and its partner organisations have been informing the population on a yearly basis with up-to-date spots and posters about protecting themselves against HIV. It began with STOP AIDS, followed by LOVE LIFE – STOP AIDS and, starting in 2005, LOVE LIFE. Since 2011, the campaign has also been informing the population about other sexually transmitted infections (STIs).

The goal of the LOVE LIFE campaign is to educate the population about HIV and STI risks and protection. It explains how an HIV infection can be prevented and informs about other sexually transmitted infections (STIs). The two safer sex rules and the Safer Sex Check are essential parts of the campaign.

Partners

The LOVE LIFE campaign is funded by the Swiss Federal Office of Public Health (FOPH). Campaign partners are the Swiss AIDS Federation and SEXUAL HEALTH Switzerland.