Love life. It is yours. Protect it.

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Love life. It is yours. Protect it. is a nationwide information campaign on the subject of HIV / AIDS and other sexually transmitted diseases launched by the German Federal Center for Health Education (BZgA) in 2016 . The public should be informed and motivated to take protective measures.

history

"Love life. It is yours. Protect it. ”Is a further development of the first prevention campaign against HIV “ Don't give AIDS a chance ” .

The first cases of AIDS in Germany became known in the early 1980s . At the political level, after controversial disputes, the decision was made to raise awareness of the virus and its transmission routes through a “social learning strategy”. The BZgA under Health Minister Rita Süssmuth started the initiative “Don't give AIDS a chance” in 1987. Effective media measures from then on informed the public about HIV / AIDS and aimed at an open and responsible approach to the topic of HIV / AIDS. The TV spot “Supermarket” with Hella von Sinnen and Ingolf Lück , which was published in 1990 and produced the famous sentence “Tina, what do the condoms cost?”, Achieved great fame .

Knowledge about HIV and AIDS has been consolidated over the years and the acceptance of condoms as a protective measure has increased significantly. Great strides have also been made in the treatment of HIV; if therapy is started early enough, an infection hardly reduces life expectancy. The fact that it is possible to take part in social life despite HIV has largely reached the public consciousness.

From 2012 onwards, other sexually transmitted diseases (STIs) were addressed in addition to HIV in the “Mach's mit” sub-campaign . While the number of new HIV infections has stabilized, the spread of other sexually transmitted infections has increased. In 2014, 3,200 new cases of HIV were registered, as well as 5,700 new cases of syphilis , 3,200 hepatitis C and 5,800 new hepatitis B infections. In addition, chlamydia is now one of the most common infections transmitted through sexual contact - however, according to a study by the BZgA, only 14% of the German population know what chlamydia is at all.

On April 6, 2016, the federal government passed new measures to contain HIV and STIs. After almost 30 years of “Don't give AIDS a chance”, the Federal Minister of Health Hermann Gröhe finally announced in May 2016 that the campaign was being realigned and renamed “Love life. It is yours. Protect it. "

approach

"Love life. It is yours. Protect it. ”Stands as an umbrella brand for a comprehensive approach to education and prevention of all sexually transmitted infections occurring in Germany, including HIV. Because these can not only promote infection with HIV, but, if left untreated, can also become a problem themselves and have serious long-term consequences. Infections such as gonorrhea (gonorrhea) or syphilis were considered to be almost over in the 1990s. Today, however, they are increasingly occurring again. Experts suspect that u. a. the easier transmission routes compared to HIV, but also ignorance in the population.

Goal of “love life. It is yours. Protect it. ”Is to sensitize people to HIV and other sexually transmitted infections and to remove the taboo from the topic. Knowledge of the dangers of infection and symptoms should stimulate a conscious approach to one's own health and sexuality and, as a result, prevent the spread of such diseases. Therefore, the statement “Use condoms”, as with “Don't give AIDS a chance”, is a central component of communication; However, there is also another message: "See a doctor if you have symptoms of an STI".

Instead of taboos and fear, according to BZgA director Heidrun Thaiss , the strategy focuses on dealing with the STI issue "openly, communicatively and modernly". This is based on a multi-stage approach: education through direct, value-free communication and removal of taboos - consequently de-discrimination - and thereby activation of independent protective measures. Individual sexual preferences and sexual diversity also become the content of the campaign.

activities

Since the start of “Liebesleben. It is yours. Protect it. ”In May 2016, the BZgA implemented various measures to educate people about HIV and STIs. On the one hand, the campaign is present in mass media and social media. On the other hand, it supports the work of clubs, associations and specialists. Relevant information is also offered in brochures and on the website www.liebesleben.de, including information on condom sizes, sexuality and coming out . The individual elements of the campaign are aimed at different target groups. So offers "love life. It is yours. Protect it. ”Such as special information material and training for doctors. Other measures and media, on the other hand, provide information across the population and are present in the general perception. The offer on www.liebesleben.de is barrier-free , among other things through easy language and sign language .

LOVE LIFE campaigns

The launch of “Liebesleben. It is yours. Protect it. ”Was accompanied by a large poster campaign. The motifs drawn in cartoon style contain the messages to see a doctor if you have symptoms of STI and to protect yourself with condoms. Exemplary slogans are: “Your ex still itches? Off to the doctor ”or“ No matter what you are into. Use condoms ”. The deliberately exaggerated comic images can be seen on over 65,000 billboards, which are provided free of charge by the Fachverband Aussenwerbung eV (FAW). The intention is to make the sensitive topic accessible with a humorous address and motifs.

The 2019 cartoon campaign was replaced by the head cinema campaign. With short questions, viewers are put mentally into situations that can play a role in the prevention of HIV and other STIs. The motifs “bed story?” Or “hot night?” Motivate people to use condoms, for example. The slogan “Itchy crotch?” Draws attention to a possible symptom of an STI and motivates to get tested if an STI is suspected.

The infectastic STI

Since 2017, the BZgA has been running a social media campaign aimed primarily at adolescents and young adults: It is a humorous measure in which individual sexually transmitted infections appear as puppets and address their symptoms as well as possible transmission routes and protective measures. In short video clips they draw attention to the topic of STI and at the same time promote the removal of taboos on the topic, general communication and education about protective measures.

Lot of freedom

The mobile exhibition “Great Freedom. Love. Lust. Leben. ”Toured German cities until June 2018 and provided information about HIV and other sexually transmitted infections (STIs). The target group mainly includes young people. In addition to the around 50 multimedia and interactive stations, there are consultants on site who answer specific questions about individual topics of the exhibition.

LOVE LIFE - The hands-on project

“LOVE LIFE - The Participation Project” is an interactive and personal communication offer for the prevention of HIV and STI as well as for the promotion of sexual health and is offered for secondary schools. Using different methods and materials, schoolchildren are taught information and skills for dealing personally with the topics of HIV and other STIs, protection and safe sex, body and emotions, sexuality and media, diversity and respect, as well as friendship and relationships. The interactive modules are moderated on site by a BZgA team. The project started on February 4, 2020 in the comprehensive school in Cologne-Holweide.

consultation

Since 2019, LIEBESLEBEN has also integrated an offer for anonymous, free online advice. Behind “liebesleben.de/fuer-alle/beratung” are qualified, experienced experts for personal questions about the topics of HIV and other STIs. You are in direct contact with the inquirers and advise them on the topics of HIV and other sexually transmitted infections (STIs), condoms and safer sex. They also give recommendations on when to seek medical advice.

criticism

The open presentation of the intimate topics of sexuality, HIV and STI often leads to controversial opinions. Jakob Pastötter (President of the German Society for Social Science Sexual Research ) criticizes: "The state does not advertise protected sex with it, it advertises sex." Sex is presented as meaningless, easy-to-consume fun.

The Junge Alternative für Deutschland Niedersachsen called the cartoon motifs "sex posters" and in 2016 filed a criminal complaint against the BZgA for distributing pornographic material to young people. The reason for this was the concern that children would be defenseless against the explicit cartoon posters on their way to school.

At the start of the campaign, an action alliance was formed that initiated an unsuccessful petition to stop the campaign.

partner

"Love life. It is yours. Protect it. ”Is supported by the Association of Private Health Insurance eV ( PKV ) and the Association for Outdoor Advertising (FAW). Further strategic partners at national level are the Robert Koch Institute , the German AIDS Aid , the German AIDS Foundation , the German STI Society and the German AIDS Society . Furthermore works “love life. It is yours. Protect it. ”Worldwide with various partner organizations, e. B. with the World Health Organization ( WHO ).

Web links

Individual evidence

  1. ↑ Rolf Rosenbrock: AIDS can be defeated more quickly. Health policy using the example of an infectious disease. VSA-Verlag, Hamburg 1986, ISBN 3-87975-389-X . Rolf Rosenbrock: Kühn H, Köhler BM (Ed.): Prevention policy: Social strategies of health security. Berlin, 1994. ISBN 978-3-89404-139-7 .
  2. ↑ Ulrike Filgers: "Rita, what are the costs of the condoms?" In: geschichte.nrw.de http://www.geschichte.nrw.de/artikel.php?artikel=550 (accessed on February 23, 2012).
  3. ↑ In 1988 only 12% of people with changing sexual partners used condoms as a contraceptive and protection against infection, in 2011 it was 49%. See: Federal Center for Health Education (Hrsg.): AIDS in the public consciousness of the Federal Republic of Germany 2011: https://www.bzga.de/pdf.php?id=9d3d50a2394334dbf9d5f5e4bce391c2 . Cologne 2012, p. 9 f.
  4. ↑ Claus Hecking: What became of AIDS. In: Spiegel Online, http://www.spiegel.de/gesundheit/diagnose/aids-hiv-was-wurde-aus-der-immunschwaechekrankheit-a-1144524.html . May 28, 2017 (accessed December 13, 2017).
  5. ↑ https://www.rhein-zeitung.de/nachrichten/magazin_artikel,-neue-kondomkampagne-mit-mehr-als-nur-hivinfos-_arid,401888.html . March 27, 2012 (accessed February 17, 2017).
  6. ↑ WHO warns against antibiotic resistance in sexually transmitted diseases. In: Spiegel Online. http://www.spiegel.de/gesundheit/sex/tripper-syphilis-chlamydien-who-warnt-vor-antibiotikaresistenzen-a-1110160.html . August 30, 2016 (accessed December 7, 2017). Fight AIDS and hepatitis. In: Bundesregierung.de, https://www.bundesregierung.de/Content/DE/Artikel/2016/04/2016-04-06-strategie-sti.html . April 6, 2016 (accessed December 10, 2017).
  7. ↑ Elena Cell: Chlamydia - the underrated infection. In: Spiegel Online, http://www.spiegel.de/gesundheit/sex/chlamydien-die-unterschaetzt-geschlechtskrankheit-a-1165250.html . August 30, 2017 (accessed October 17, 2017).
  8. ↑ cf. Syphilis often goes undetected. In: Spiegel Online, http://www.spiegel.de/gesundheit/diagnose/syphilis-warum-die-geschlechtskrankheit-oft-unerkannt-bleibt-a-1143847.html . April 19, 2017 (accessed December 15, 2017).
  9. ↑ Lisa von Prondzinski: The sex and its dark sides. In: WDR.de, https://www1.wdr.de/wissen/mensch/geschlechtskrankheiten-102.html . August 5, 2016 (accessed November 30, 2017).
  10. ↑ Dr. Haidrun Thaiss: Love life: a new prevention campaign aims to make people able to speak and remove taboos. In PKV publik, https://www.pkv.de/service/pkv_publik/archiv/2016/pkv-publik-nr-06-2016/pkv-publik-nr-06-2016.pdb.pdf . June 2016 (accessed December 15, 2017).
  11. ↑ “Don't give AIDS a chance” becomes “love life”. In: Apotheke adhoc. https://www.apotheke-adhoc.de/nachrichten/detail/panorama/hiv-kampagne-gib-aids-keine-chance-wird-zu-liebesleben/?tx_aponews_newsdetail%5B%40widget_4%5D%5BcurrentPage%5D=2&tx_aponetail .ews_newsdetail % 5B% 40widget_4% 5D% 5BitemsPerPage% 5D = 1 & cHash = a622b7b7ed631453ad3a9751564e7dff . May 4, 2016 (accessed December 12, 2017).
  12. ↑ See Liebesleben.de: https://www.liebesleben.de/fachkraefte/ (accessed on January 5, 2018).
  13. ↑ Motifs and description of the campaign: Liebesleben.de https://www.liebesleben.de/presse/medien-und-material/die-cartoon-kampagne . (accessed on December 13, 2017).
  14. ↑ BZgA press release: https://www.bzga.de/presse/pressemitteilungen/?nummer=1054 (accessed on June 15, 2017)
  15. ↑ Dennis Scherer: Federal authorities in Cologne - At the BZgA in Ehrenfeld, everything revolves around health. In: Rundschau Online, https://www.rundschau-online.de/28138176 . August 9, 2017 (accessed November 25, 2017)
  16. ↑ LOVE LIFE. It is yours. Protect it. Retrieved July 1, 2020 .
  17. ↑ Deutscher Ärzteverlag GmbH, editorial office of Deutsches Ärzteblatt: Sexually transmitted diseases: The infectious STIs - prevention with humor. September 28, 2018, accessed July 1, 2020 .
  18. ↑ The infectastic STI
  19. ↑ Information page of the campaign: Liebesleben.de, https://www.liebesleben.de/fachkraefte/sexualaufklaerung-und-praeventionsarbeit/ausstellung-grosse-freiheit . (accessed on December 16, 2017).
  20. ↑ BZgA: New: BZgA starts nationwide school project to promote sexual health. Retrieved July 1, 2020 .
  21. ↑ LIEBESLEBEN - The hands-on project
  22. ↑ BZgA: www.liebesleben.de/beratung - new online advice service. Retrieved July 1, 2020 .
  23. ↑ Criticism of sex posters https://www.pro-medienmagazin.de/gesellschaft/gesellschaft/2016/06/08/kritik-an-sex-plakaten-der-bundeszentrale-fuer-aufklaerung June 8, 2016 (accessed on 31. March 2018)
  24. ↑ Aaron Clamann: AfD-Jugend wants to stop action against sexually transmitted diseases. In: Hamburger Abendblatt, https://www.abendblatt.de/vermischtes/article207612515/AfD-Jugend-will-Aktion-gegen-Geschlechtskrankheiten-stoppen.html . May 27, 2016 (accessed October 13, 2017).
  25. ↑ Awareness posters arouse feelings. In: Bild.de, http://www.bild.de/regional/berlin/kampagne/erregt-die-gemueter-46312574.bild.html . June 15, 2016 (accessed July 13, 2016).
  26. ↑ PKV online presence, https://www.pkv.de/themen/praevention/liebesleben (accessed on December 15, 2017).
  27. ↑ Information page of the campaign: Liebesleben.de https://www.liebesleben.de/fuer-alle/ueber-liebesleben/kooperationen-und-public-private-partnerships/ (accessed on December 13, 2017).