Sweden's Reputation: Blame it on the Ads...

Sweden has a reputation of its people being more comfortable with open sexuality and sex in general. I can't really say one way or the other. I've noticed that Swedish parents seem more comfortable with their teenagers' sex lives. But I haven't seen any streakers in the streets of Stockholm. I haven't seen any acquaintances naked...But I have marked that they do show a lot of things on TV that, for example, the US shies away from. And the TV commercials show a lot more. And the ads in other places.

Here's a (sorry, blurry!) picture of an ad displayed in a Stockholm subway train.It says:

"Isn't this the world's most beautiful place to have sex?"

It's an ad promoting Stockholm County Council's drive for sexuality and health.

This is a picture of an ad on a Stockholm subway car. Those are tents and the sign says, "Isn't this the world's most beautiful place to have sex?" It's an ad promoting condom use.

Don't get me wrong, I think it's great to be so open. But I'm so unused to it. In the subway! With little kids eating ice cream right next to me.

So, at the end of the day, Sweden shouldn't be mystified about its reputation since the ads keep the idea alive. It's like those silly postcards with the polar bear superimposed onto a picture of Stockholm. It keeps the misunderstanding going. Then Swedes say how crazy it is that people think polar bears roam the streets here...