When popular media normalizes stalking, the real-world consequences are devastating. VML recognized that a standard textbook approach wouldn’t fix a problem created by entertainment. They needed to speak the exact same language the youth were already consuming.

View the Audit Report of This Campaign

The Context

In many classic Bollywood narratives, a woman’s rejection isn’t the end of the conversation. It acts as a challenge. Young men absorb the toxic idea that persistent pursuit will eventually turn a strict “no” into an enthusiastic “yes.”

This cultural blind spot created a terrifying reality on the ground. India faced rising numbers of harassment, with schools becoming hotspots for eve-teasing and molestation. Without a proper framework to discuss boundaries, the youth relied on these flawed media representations to figure out gender dynamics.

The Creative Idea Behind the Durex Consent Curriculum

You can’t fight pop culture with dry textbooks. The creative team realized that if movies created the problem, entertainment had to fix it. The brand partnered with the National Curriculum Framework (NCF) and the Government of India to build something entirely new.

They designed an all-age, all-gender educational program. Instead of clinical lectures, the team built a vibrant ecosystem of content designed to grab and hold a teenager’s attention.

Execution

The rollout targeted grassroots levels across the country. The team swapped out boring syllabus materials for highly engaging, culturally relevant formats.

• Comic Books and Cartoons: Visual stories broke down complex social interactions into digestible, highly relatable scenarios for younger students.
• Audio Podcasts: Intimate, conversational formats allowed teenagers to listen and reflect on personal boundaries without the awkwardness of a classroom lecture.
• Bollywood-Style Music Video: They fought fire with fire. A high-energy music video flipped the traditional stalking narrative, celebrating the “Language of Yes” and enthusiastic agreement.
• School Murals: Colorful wall art turned school corridors into daily, visual reminders of mutual respect.

Why It Works

This initiative didn’t just preach from a pedestal. It dismantled social conditioning by meeting students exactly where they are. The Durex Consent Curriculum succeeded because it stripped away the taboo usually associated with sex education in conservative environments.

The numbers prove the strategy was spot on. By reaching over four million students across 13,000 schools, the campaign triggered a massive behavioral shift. According to NCRB reports, participating schools saw a staggering 47.5% drop in molestation cases and an 18.9% decline in eve-teasing.

Final Takeaway

Brands often talk about purpose, but very few manage to change national crime statistics. Durex stepped far outside its traditional marketing boundaries to protect a vulnerable generation. When you change the media diet of the youth, you actually change their behavior.

Watch more compelling film and video campaigns that challenge the status quo.

Credits:
Brand: Durex
Agency: VML
Production Partners: National Curriculum Framework (NCF), Government of India
Campaign Name: Consent Curriculum

This campaign is about: Durex Consent Curriculum, sexual health education, VML advertising, consent awareness, film and video marketing, brand purpose.

In Brazil, there are currently an estimated two million children who are not enrolled in school, but the issue was not receiving much attention just months before the presidential election. To bring attention to this pressing issue, UNICEF unveiled a monument featuring a teacher and her students in a classroom, seemingly paying homage to the importance of education. However, a few days later, the statues of the students went missing, revealing what typically happens in many schools.

This incident garnered media attention and placed the issue of children dropping out of school in the headlines. Eventually, the statues were discovered again, but this time placed in hazardous locations with each statue representing one of the many reasons why children drop out of school. For example, one statue was shown selling sweets, while another held a baby. Accompanying each statue was a sign explaining what had occurred and urging people to vote for education and put pressure on political candidates to prioritize the issue.

This campaign highlights the severity of the issue of children dropping out of school in Brazil and the need for greater attention and action to be taken to address it. By raising awareness and urging political action, UNICEF hopes to improve the lives of millions of Brazilian children and ensure they have access to the education they deserve.

Credits
Agency: Artplan Communication
Client: UNICEF
Campaign: #voteforeducation | Missing Students | Monument to Education
Client Approval: Michael Klaus, Camilo Leon and Elisa Reis.
General Director: Duda Moncalvo
Creative Director: Gustavo Tirre
Copywriter: Thiago Diniz
Art Director: Gustavo Viana
Content and Engagement: Nara Grillo
Customer Service Director: Cacá Malta
Service Team: Clara Bianchi, Renata Vinagre and Gabriel Moura
Project manager: Felipe Martins
Planning Director: Fernando Torres
Planning Team: Lucas Garbulha and Ana Quintiliano
Media Director: Maira Orempuller
Media Team: Thayse Arruda, Viviane Amaral, Filipe Braga, Fellipe Freita, and Iago Joston
Creative Data Director: Diogo Bobsin
BI team: Larissa Alves
Production Director: Daniel Oda
Production and RTV: Fernanda Mesquita, Bruno Werner, Rafael Toscano, Amanda Sampaio and Julia Maia
Video Producer: Madre Mia
Film Director: Kiko Lomba
Audio Producer: Lira

ChatGPT is an artificial intelligence chatbot developed by OpenAI.

GPT (Generative Pre-trained Transformer) is a type of language model developed by OpenAI that uses deep learning techniques to generate human-like text. GPT uses a transformer architecture, which was introduced by Vaswani et al. in 2017, and has since become the basis for many state-of-the-art language models.

The first version of GPT, GPT-1, was released in 2018 and was pre-trained on a massive corpus of text data, including web pages, books, and articles. GPT-1 was able to generate impressive, human-like text, but it had some limitations, such as a tendency to repeat itself and a lack of coherence in longer passages.

In 2019, OpenAI released GPT-2, an even more powerful version of the model. GPT-2 was trained on an even larger corpus of text data, and had 1.5 billion parameters, compared to GPT-1’s 117 million parameters. GPT-2 was able to generate text that was even more convincing, and it was capable of generating entire paragraphs of text that were coherent and grammatically correct.

In 2020, OpenAI released GPT-3, the latest and most advanced version of the model. GPT-3 has 175 billion parameters, making it one of the largest language models in existence. GPT-3 is capable of generating text that is almost indistinguishable from text written by humans, and it can perform a wide range of natural language tasks, such as translation, summarization, and question answering.

One of the most impressive features of GPT-3 is its ability to carry on a conversation with a human in a natural, human-like way. This has led to the development of a number of chatbots and conversational agents that use GPT-3 as their underlying language model. These chatbots can be used for a variety of purposes, such as customer support, personal assistants, and even therapy.

In 2023, OpenAI released GPT-4, the most advanced system, producing safer and more useful responses. GPT-4 can solve difficult problems with greater accuracy, thanks to its broader general knowledge and problem solving abilities.
 
Overall, OpenAI’s GPT language models represent a major breakthrough in natural language processing and have the potential to revolutionize the way we interact with machines.

Chat GPT has a wide range of use cases in industries such as customer service, marketing, and education. In customer service, Chat GPT can be used to provide 24/7 support to customers, resolving common issues and answering frequently asked questions. This can reduce the workload of human customer service representatives, freeing them up to focus on more complex issues.

Marketing

Chat GPT can be used to create highly targeted and personalized content for specific audiences, improving engagement and conversion rates. Chat GPT can also be used to analyze customer feedback and sentiment, providing valuable insights that can inform marketing strategy and improve brand perception.

Education

Chat GPT can be used to create interactive learning experiences that simulate real-world conversations and scenarios. This can help students develop their language skills and improve their understanding of complex topics.

Search Engine

One potential use case for chatbots powered by GPT in search engines is to improve the accuracy and efficiency of search queries. For example, a chatbot could be integrated into a search engine’s interface to help users find information more easily.

Customer service

It can be used to provide customer service and support to customers. It can handle common queries, provide information about products and services, and help customers with their issues.

Personal assistant

It can also function as a personal assistant, helping individuals manage their schedules, send reminders, make appointments, and more.

Language translation

It can be used to translate text from one language to another. This can be particularly useful for businesses that operate in multiple countries and need to communicate with customers in different languages.

Content creation

It can also be used to create content such as blog posts, social media posts, and articles. It can assist with research, suggest topics, and even generate content.

Personal growth

It can function as a virtual therapist, helping individuals to improve their mental health and well-being by providing support, guidance, and resources.

E-commerce

It can be used by e-commerce businesses to provide product recommendations to customers based on their browsing and purchase history. It can also help customers with the checkout process and answer any questions they may have about products or services.

HR

It can assist HR departments with tasks such as scheduling interviews, answering questions about benefits and policies, and providing training and development resources to employees.

Healthcare

It can be used in healthcare to provide patients with information about their conditions, medications, and treatments. It can also help with appointment scheduling and provide reminders for medication schedules.

Finance

It can assist with financial tasks such as budgeting, investment planning, and tax preparation. It can provide personalized recommendations based on an individual’s financial goals and risk tolerance.

Gaming

It can be used in gaming to provide assistance to players, such as providing hints and tips, answering questions, and even playing alongside them in certain games.

Overall, the potential use cases for ChatGPT are virtually limitless, and as AI technology continues to advance, we can expect to see even more innovative and exciting applications in the future.

Tag:
chat gpt, language model, deep learning, customer service, marketing, education, natural language processing, named entity recognition, sentiment analysis, personalized content, interactive learning, AI-powered chatbots, AI language model, Virtual assistant, Artificial intelligence, OpenAI, Language processing, Smart assistant, Digital assistant, AI chatbot, Customer service, Personal assistant, Language translation, Education, Content creation, Personal growth, E-commerce, Marketing, HR, Healthcare, Finance, Gaming

STEM for Girls is an initiative launched in India by IBM in 2019 to improve education and career pathways for girls in government high schools. Our vision is to prepare over 200,000 high school girls here in India, across multiple states, through a 3-year program to pursue and understand their potential in STEM careers.

IBM has joined forces with partners Quest Alliance and American Indian Foundation Trust to take this program to government schools in select cities. In the last two years, IBM has reached over 140,000 students through 1,200 schools.

The Door Step School wanted to inspire kids to believe in the power of school so they created the world’s first ‘Streets Named After Street Kids’.

The teachers at Door Step School selected kids that were excelling at school against the odds. And Door Step School celebrated them by naming the slum streets they lived on, after them! Imagine having a road named after you when you’re only 12 years old. The entire slum community witnessed the road-naming ceremonies inaugurated by a local TV star, politician and a govt. Welfare board official.

India has tens of thousands of slum by-lanes. And none of them have names. Imagine the number of children we could inspire.

The idea was to name the streets in the slums after the kids who were toppers in school. And publicly celebrate these ‘achiever’ children. Entire slum communities were invited to the event, which was held over two days. A famous tv star, a local politician and a bureaucrat found the time to ‘inaugurate’ the new roads, speak to the kids and their parents, and thus motivate the kids to stay in school and build a future for themselves.

Credits
Advertiser: Door Step School
Advertising Agency: FCB Interface, India
Title: World’s 1st Streets Named After Street Kids
Media: Ambient
Category: Education
Geo: India

Dear White Parents we can raise an anti-racist generation. Talk to your children about racism early and often.

The film was directed by Academy Award-Nominee, Kevin Wilson, Jr. with The Brooklyn Brothers (part of the Golin Group), an IPG DXTRA ad agency, taking the lead on production.

Children as young as four years old can show signs of racial bias, but they can also exhibit an understanding of fairness or equity.

White parents have a unique opportunity to contribute to a more inclusive, just, and equitable society by talking to their children about racism early and often.

Research suggests that adults whose parents spoke with them about racism when they were children are more likely to speak with their children about racism – resulting in inter-generational impact.

Together, we can raise an anti-racist generation and bend the 400-year-old trajectory of racism, creating a new reality around the race for future generations.

Campaign website: https://dearwhiteparents.guide

Radio LETI BIT is the first online radio station where the music is created by the sculpture itself, weather conditions, and complex neural network algorithms. The sculpture is modeled like a radio, from which 144 fine rods emerge, ranging in height from 4 – 5 meters and visually reminiscent of human DNA. When it’s windy the rods touch and create a sound.

Inside the monument is a computer with neural networks and piezoelectric transducers that measure the oscillation of the rods. Based on the range of oscillations artificial intelligence, just like a composer with a huge base of sounds at their disposal creates a musical composition which can be heard right on the spot by using the audio columns built into the structure itself or in any part of the world by tuning into the online radio station letibit.ru. The wind is such that just like the music, the variations are endless, and therefore it never repeats itself.

Credits
Campaign: Radio LETI BIT
Advertiser: Saint Petersburg Electrotechnical University
Advertising Agency: Decembrist, St.Petersburg, Russia
Production: Cooldown
Photographer: Sergey Melnikov

It comes with supporting educational material that helps students reflect on the history, impact, and devastating realities of how border walls divide people.

Experience the walls and the learning material at www.teardownwalls.org
A joint initiative between VIRTUE Worldwide, No Sleep, and DDR Museum.

Credits
Client: DDR Museum
Campaign: teAR down this WALL
Agency: VIRTUE Worldwide

“The sovereignty of the people and the freedom of the press are two entirely correlative things,” Alexis de Tocqueville. Some crises can act as revelators. What was striking during the Covid-19 crisis was this deep dependence on public goods such as water, transit, health infrastructure, and equipment… Goods are so common that we forget how vital they are. Information is one of those fundamental assets. The role of journalists in a society is to inform, investigate and denounce. More than just a right, press freedom is the sine qua non-condition for any democracy.

If people do not know what is happening in their society, if their leaders if economic, moral, or religious powers act under the veil of secrecy, no one can act. Through 5 symptomatic questions of today’s world and by confronting readers directly with the effects of censorship, UNESCO asks us about the individual and collective consequences of a lack of press freedom. Without this possibility to ask questions: those that annoy, those that disturb, we are all deprived of information, and by the same action.

To silence a journalist is to silence all of us.

Credits
Client: UNESCO
Campaign: #QuestionsThatMatter
Advertising Agency: DDB Paris, France
Agency Supervisor: Vincent Leorat, Mathieu Bliguet, Justine Roux
Executive Creative Director: Alexander Kalchev
Copywriter: Léa Laurenza
Art Director: Idriss Dabre
Press Relations Director: Anne-Marie Gibert
Planner: Cédric Ledoux
Social Media: Sébastien Balondrade
Print Producer: Jocya Mallet
Art buyer: Corinne Persch, Gaëlle De-Pompignan

About 258 million children and youth are out of school, and do not have access to education. Forcibly married, forced to work or enlisted in an armed conflict… governments urgently need to act.

Credits
Agency: Notchup
Advertiser: Coalition Education
Country: France
Creative Director: Philippe Robin
Art Director: Tristan Omnes
Copywriter: François Dupuy

While many have already started the vaccination process, there is currently a general lack of confidence. Overall, 40% of the U.S. public have expressed concerns, ranging from “skeptical” to “open but uncertain,” about getting vaccinated.

The It’s Up To You campaign encourages audiences to get the latest vaccine information—knowing that personal education is the first step in building vaccine confidence. It’s OK to have questions. We want to acknowledge Americans’ concerns, provide answers to their questions, and get us all on the road back to the moments and people we miss most.

To see common questions and get more vaccine information, visit our consumer site here: www.GetVaccineAnswers.org.

Credits
Campaign: It’s Up To You
Launch Partner: COVID Collaborative
Agency: NBC Universal, JOY Collective, iHeart Radio, Pereira O’Dell, Facebook Creative Shop, Group SJR

Every time an artist uses a song from the Parkscapes album, all the licensing fees, royalties, and residuals will be paid directly to the RPSM to fund musical education.

Frank reached out to Taylor Swift with the samples, and she instantly loved the music and the noble cause behind it. Taylor swift’s song, It’s nice to have a friend uses a composition from the Parkscapes album.

This turned out to be a great way to fund musical education at RPSM. This also gives the power of self-sufficiency to the school, instead of dwelling on free donations.

 

 
Credits
Campaign: Sample School
Album Title: Parkscapes
Client: Regent Park School of Music
Jasper Gahunia, Faculty, Regent Park School of Music
Wes Allen, Faculty, Regent Park School of Music
Richard Marsella, Executive Director, Regent Park School of Music
Jane O’ Hare, Executive Director, Regent Park School of Music Foundation
Composer: Frank Dukes
Agency: BBDO Toronto
Chief Creative Officer: Todd Mackie
Chief Creative Officer: Denise Rossetto
Associate Creative Director: Rana Chatterjee
Associate Creative Director: Jeff Cheung
Sr. Designer: Mike Nugent
SVP, Planning: Tom Kenny
Group Account Director: Tania Montemarano
Account Supervisor: Sagi Mamalider
Director, Data Analytics and Insights: Curtis Rushing
PR: Shannon Stephaniuk, Glossy
Production Company: Flare BBDO Toronto
Executive Producer: David Lembke
Director: Jordan Dashner
Director of Photography: Luke McCutchenson
Audio: Stuart McLean
Post/Editor: Ted Husband

Education protects and delimits you. Brilliant and courageous minds of the world like Malala Yousufzai, Dr. Babasaheb Ambedkar, and Nelson Mandela were able to fight off social atrocities only cause of education and knowledge. And, your best companion throughout your academic life is a sturdy bag that bears the weight of all essentials and protects them just like education protects you.

Credits
Client: Arctic Fox
Campaign: World-Proof With Education
Advertising Agency: VINCI RAJ, Bangalore, India
Creative Director / Art Director: Vinci Raj
Copywriter: Deepak Ravindran
Illustrator: Lamanoe Studio

This campaign is about:
Print Advertising, India, Education, Creative Illustrations, Peace with education, Racism, Women Education, Creative Print Ads

Google – Draw to Art | Doodle to discover great works of art

By: Google Arts & Culture Lab

Every great work of art started as a sketch, but what if your sketches could help you discover great works of art?

That’s the idea behind Draw to Art, a Google Arts & Culture installation in the form of an easel. It uses machine learning to match your doodles to paintings, sculptures, and drawings from museums around the world.

To create Draw to Art, we used the Sketchy database to train a neural network, teaching it to match doodles to artwork.

Sans Forgetica

Sans Forgetica is a font designed using the principles of cognitive psychology to help you to better remember your study notes. It was created by a multidisciplinary team of designers and behavioural scientists from RMIT University.

The Open Door Project

The Open Door Project is an institutional response by The Millennium School to the problem of children outside the education net. They believe that a large-scale campaign that enjoys the collective effort of private schools can help mitigate the crisis of over 8 million out-of-school kids in India. They are glad to see that Bhukkad — the film — resonates with the philosophy of The Millennium School, which has a love for learning and joyful learning as its bedrock.
Agency: FCB

A Future Without Change

Every year high school students are bombarded by university recruitment campaigns. So, while other universities showed students a perfect future, Monash University stood out by showing one plagued by problems.

VMLY&R created A Future Without Change, giving students a glimpse into what our world could become if we merely adapt to the issues we face instead of changing them.

With the help of each faculty, the team created 17 products that shouldn’t exist. These were brought to life through a multi-sensory campaign that the public could touch, hold, smell, taste and interact.

Client: Monash University
Agency: VMLY&R Melbourne

Reword

Bullying has moved from schoolyards to social media. Shielded by screens, kids often don’t consider the effect their words can really have. Headspace set out to find a way to tackle online bullying before it happens.

They created reword, an effective tool that works like a spell checker for online bullying. As a child types, this browser plug-in searches an evolving database of abusive words and phrases. When one is recognised, the child is instantly alerted with a red strikethrough, a simple symbol that encourages kids to reconsider what they write. reword has been embraced in Australia amongst children, parents and schools, and is having a genuine impact on online bullying behaviour. To date, when reword has been activated, 91% of insults have been corrected.

StorySign by Huawei

90% of deaf children are born to hearing parents, leading to communication issues, including the challenge of learning to read, which is so key to their future.

FCB Inferno created StorySign for Huawei, a free app that uses AI’s power to translate selected children’s books into sign language, delivered by Star, our friendly signing avatar.

Developed with an understanding of sign syntax to ensure a seamless translation and user experience, StorySign helps to open the world of books to deaf children and their families; users simply hold their phone up to the words on the page and avatar Star signs the story as the printed words are highlighted. This helps parents and children to learn to read together and at their own pace.

With Microsoft Teams, Microsoft supports educators, students and caregivers, all while keeping them safe and secure online. Additionally, Microsoft is hosting webinars and training, sharing resources, and giving schools free access to Microsoft 365—ensuring educators have everything they need for full classroom collaboration and remote learning through Teams.

Credits
Client: Microsoft
Product: Microsoft Teams
Advertising agency: McCann, New York

This campaign is about:
Covid-19 pandemic, McCann Worldgroup, Education, Digital film