With exhortations to the young of southern France to have coronavirus jabs falling on inattentive ears, the health authority in the Provence Alpes Côte d’Azur region is trying out a more romantic message.

Six posters make up the campaign, all showing heterosexual couples in fervent French embraces.

The slogan is “Yes, the vaccine can have desirable effects. With each vaccination, life starts again.”

The director of the health authority, Philippe de Mester, told Radio France: “We have not stopped broadcasting messages explaining why we have to protect ourselves and others with barrier gestures but also the vaccine, but we realised that this rather traditional approach, which is sometimes a bit guilt-inducing, has little impact.

“So we thought about another approach by asking ourselves how we could reach people in a different way.”