Reminds me of an interview with that Brit director who directed "The Body in Question" documentary. We was talking about doing some Public Service spots about HIV in both Britain and France.

In France, his spot involved showing naked bodies, though no full faces or naughty bits showing. Lots of sexiness. But there was to be no mention of how horrible a disease AIDS was and all the terrible things it could do.

In Britain, the spot involved lots of talk about AIDS and the horrible things it might do, but there was not to be any kind of sexiness in it at all!