During World War II, Sweden maintained its neutrality, but the war deeply impacted everyday life. A recent study from Stockholm University highlights how the conflict reshaped attitudes toward sexual health in the country. Condoms, once just one of many options for preventing pregnancy and disease, emerged as the clear front-runner in Sweden.
Anna Inez Bergman, who conducted the research, explains, “Before the war, there were many products available, but during the war, the focus shifted mostly to condoms as the best way to stay safe.” The study, published in Enterprise & Society, shows how both government health campaigns and commercial marketing worked together to change public perceptions and behaviors around sexual health.
Throughout the war, venereal diseases became a major issue in Europe, and Sweden was no exception. Between 1939 and 1945, over one million Swedish men were drafted, exposing them to new relationships and risks. While Sweden didn’t provide free condoms like some other countries, it did launch extensive health campaigns promoting safe practices. These were part of a larger effort to guide citizens during the “years of preparedness” (beredskapsåren). Bergman notes, “The state heavily relied on information to influence behavior without resorting to force.”
The study shows how the government’s messaging aligned with condom advertisements. Retailers adjusted their marketing to echo public health concerns, portraying condoms as vital for both personal and national health. Bergman points out, “By aligning with state messages, companies positioned condoms as essential tools for wellbeing.”
This combination of government and consumer interests helped normalize condom use, pushing it ahead of alternatives like spermicides and diaphragms.
Interestingly, the aftermath of the war revealed a significant difference between Sweden and other nations like the United States and the UK. While those countries returned to stricter moral standards, Sweden continued to promote infection control. “Authorities maintained a focus on health after the war,” Bergman explains, “allowing condoms to keep their newfound legitimacy.”
The focus on public health during the war laid the groundwork for Sweden’s comprehensive welfare state. Previous research indicates that the information campaigns of this time shaped the interventionist policies that emerged post-1945. Bergman’s findings underscore how wartime efforts extended to sexual health, influencing public attitudes well into the 1960s when sexual openness increased significantly.
This study serves as a reminder that crises can lead to lasting changes in societal behavior. The blending of state intervention and market interests continues to shape public health discussions today. Bergman’s research emphasizes that the path to modern sexual health practices was forged through collaboration and adaptability during the war years.
According to Bergman, her study analyzed a range of health campaigns and advertisements from 1939 to 1950, using sixty-four brochures from leading Swedish condom retailers and various newspaper ads. This research offers valuable insight into the cultural attitudes toward contraception in Sweden over time.
For more on Bergman’s findings, you can read the full study in Enterprise & Society [here](https://www.cambridge.org/core/journals/enterprise-and-society/article/war-against-venereal-diseases-engineering-protective-practices-during-world-war-ii-in-sweden/A31935D945998ED45B6CD87983972C6B).
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Public Health, Infection Control, Pregnancy, Research, Sexual Health
