France fights HIV discrimination with Ôfree hugsÕ

France will call on its citizens this Sunday to overcome their famous aloofness and reserve by physically embracing perfect strangers who hoist signs in the street saying, in English, Òfree hugs.Ó

The initiative is part of the ministry of healthÕs ongoing effort to combat discrimination against those infected with AIDS or HIV.

ÒAIDS has been present in our society for a quarter of a century and we wanted to find a way to renew awareness,Ó explained Philippe Lamoureux, director of the ministryÕs national institute for prevention and education, in an interview.

Shock campaigns were effective up to a point, he said, but had reached their limit and started to become counterproductive.

When Lamoureux saw a Òfree hugÓ campaign on an Australian website, he immediately thought it might work in France.

He and his colleagues, however, did hesitate o n one point: what language to use. A direct translation into French, it was decided, would not work.

ÒWe looked at what had happened in other countries,Ó including Brazil, where Òfree hugÓ movements had successfully taken hold using English, said Lamourueux.

These precedents, plus the fact that - for better or worse - ÒAnglicisms are more and more common in FranceÓ, sealed the decision, he said.

As part of the campaign, two short, documentary-style video clips proving that French people are willing to embrace strangers will be aired on dozens of television stations for 10 days starting on March 11.

A website will also go online on Sunday in which visitors can create an avatar and invite others to give them virtual hugs. Home-made video clips can also be posted on the site.

ÒWe will keep track of how many hugs are distributed,Ó said Lamoureux.