AIDS Organization Uses European Soccer Championships To Launch Racy New Campaign

It’s the 2016 UEFA European Championship, or the “Euros,” when football (read: soccer) teams across the continent compete on the field.

AIDES, a French HIV/AIDS awareness organization, is using the tournament as a launchpad for a eye-catching new campaign promoting safer sex.


In the ads, naked couples are painted in the colors of different nation’s flags, with the caption “Make Love, Not War.” The models’ lips, butts and groins have been highlighted with a different color to represent the exchange of bodily fluids.


“No, Matt is not exhibitionist, nor does he know the Hulk,” reads a description of the gay couple above. “But he met Björn, a supporter of the Icelandic team. The magic of football has worked on the two young men, who have decided to share much more than games.”

“The carelessness of summer and the festive atmosphere related to the Euros is conducive to a relaxation of behavior,” reads a statement on the AIDES site. “This campaign is a way to recall one basic message: “Protect yourself!”


AIDES president Aurélien Beaucamp says the #ColorsOfLove campaign also helps to defuse some of the nationalist sentiment that gets stirred up during a big sports competition.

“A bit of love and lightness in a climate where reactionary temptations are raging can only do everyone some good.”


h/t: Gay Star News

Dan Avery is a writer-editor who focuses on culture, breaking news and LGBT rights. His work has appeared in Newsweek, The New York Times, Time Out New York, The Advocate and elsewhere.