The multilingual campaign features brief graphic images of men and women and same-sex couples making love, while singing about having “no regrets” over what they are doing.
“I love my body,” says one message in English, showing a couple in the throes of love-making.
“That’s why I protect it . . . from sexually transmitted infections like HIV: if I’m single, cheat on my partner or if a relationship has just ended, I use condoms and play by the safer sex rules.”
Different sections of the website address heterosexuals, gays and lesbians.
A short film directed by Martin Aamund reveals “lots of bare skin” and is designed to get viewers “in the mood for worry-free passion”, according to information on the site.
“The campaign shows that enjoying life and your body needn’t cause you worry — because if you keep yourself safe, you won’t have any regrets.”
The public awareness project was unveiled at the same time as figures showing the number of new cases of the AIDS virus HIV in Switzerland dropped eight percent to 575 in 2013 from the previous year.
The statistics, issued by the public health office, showed that while the number of cases declined last year, they remained higher than two years ago when 557 were recorded.
The incidence also remains well above the targeted ceiling of 350 cases a year by 2017 set by the government's prevention campaign.
To check out the “love Life” website, click here.
The online campaign uses the hashtag #LoveLifeNoRegrets.
It encourages those interested in finding out more to search for “Love Life” content on Facebook, Twitter, Pinterest, Tumblr, YouTube and Instagram, where they can discuss related issues.