In France, brothels are illegal. They used to be pretty popular in Paris (Pigalles..) and they were exotic places to meet famous painters (reference here) and writers. However they served occupaying Nazi soldiers a little too well during WW2 and a law promulgated in 1946 forbade them as a punishment.
This campaign aims at sensibilizing the public opinion, especially educated women, on this issue and present brothels as the safe, clean and dignified solution to prostitution, as opposed to street prostitution. If some points are lost in translation, you can still get the idea.