Explicit ads seek to halt rise in sexual disease

By Trevor Jackson London

A UK government sexual health advertising campaign has given a new meaning to the traditional romantic Valentine's Day's message. In place of slushy slogans describing the pain of Cupid's dart are explicit warnings about the agony of gonorrhoea and genital herpes. "I love you so much it hurts... when I pee," reads the message on the front of a spoof Valentine's card warning of the risks of contracting chlamydia from having sex without a condom.

The campaign, which uses advertisements on independent radio stations and in tabloid newspapers in addition to the Valentine's cards, is part of an attempt to halt the rising trend of sexually transmitted infections among young people. The cards, one of which shows a man with swollen testicles and reads, "Valentine, you've inflamed more than my passions," are being distributed in youth clubs and student unions.

At the heart of the campaign is a colourful website (www.playingsafely.co.uk), part of which is designed as "the ultimate Valentine's store," with the slogan "gifts that keep giving." Visitors are invited to "pull my tassle" to enter.

Gifts for boys include "Ignite for men," a pair of underpants described as the "ideal gift for the man who is itching to get to know you better. Give him a pair of these and help start the fire of genital herpes! His todger will be tingling afterwards too! If you're the kind of sister to raise a few blisters, don't make him sore this Valentine's Day." At the end is a link to page with information about the signs and symptoms of genital herpes, the methods of transmission, diagnosis and treatment, and the long term effects.

Gifts for girls include the perfume "Infectious--stand out in any crowd with the unique scent of gonorrhoea, powerful and long lasting." Again there is a link to health information.