The War Against Venereal Diseases: Engineering Protective Practices During World War II in Sweden

During World War II, condom consumption increased in both belligerent and non-belligerent countries, including Sweden. Yet the relationship between state-led initiatives and commercial marketing in driving this trend has received little scholarly attention. The main sources in this article consist of wartime public health campaigns and condom advertisements. Applying the concepts of social and consumer engineering, the article examines how government interventions, specifically through public health measures, influenced condom marketing practices. The findings show that wartime campaigns sought to engineer citizens’ sexual behavior and that businesses strategically aligned their messaging with government propaganda. This convergence was instrumental in positioning condoms as essential tools for public health and facilitated a more permissive attitude toward condoms as prophylactics, bridging state-led public health efforts with commercial objectives. By examining this dynamic, the article contributes to understanding how wartime policies shaped consumer behavior and forged enduring connections between public health and market strategies.