sex education – Campaigns of the World

Durex Consent Curriculum – Why Schools Aren’t Talking About the Hard Stuff

COTW — Sun, 12 Apr 2026 07:53:16 +0000

Durex Consent Curriculum steps into a massive cultural void that traditional schooling left wide open. For decades, young minds in India grew up without formal sex education, leaving them to learn about romance and intimacy from the silver screen. But those cinematic lessons came with a dangerous, deeply ingrained flaw.

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.

Eden Gen presents Sextember – A month without porn to discover sex differently

COTW — Sun, 29 Aug 2021 12:45:59 +0000

This back-to-school season, Eden Gen will provide sex education classes. #Sextember, a month without porn to discover sex differently.
Between National Geographic and porn, the sex education of Generation Z has a huge gap… two extremes of discovery of sexuality which are both far from reality. Teenagers deserve to speak to them about sex with frankness, especially when we know that almost half of the porn has played a determining role in their learning of sexuality—a provocative subject among young people: full of misunderstandings, complexes, limitations and uncertainties.

To protect young people in their first steps towards discovering sexuality, Eden Gen intends to demystify the prejudices that they can have about sex by deconstructing the preconceived notions conveyed by pornographic culture in a fun and playful way.

Through 4 mini-films, graphics, and a poster campaign, Eden Gen relieves young people’s worries by reminding them that sex is not a question of size, duration, or performance. To illustrate these messages, the campaign uses fun and straightforward euphemisms – a cat jumping in front of a cucumber or a contest for eating the biggest hot dog. The social media campaign will link directly to a dedicated website: www.sextember.fr where helpful and educational advice, fun information and entertaining content will be made available.

And to go even further, the brand is launching the #SextemberChallenge on TikTok. With erotic music playing in the background, young people will have free rein to imagine everyday scenes playfully eroticized – two stuffed toys sharing a bed, a suggestive shadow, a buddy eating a banana… while indicating the stage of the Sextember challenge that they are at. And to avoid any risk of temptation, a “porn blocker” Chrome extension will be available for download on the website.

Credits
Campaign: Sextember
Client: Eden Gen
Advertising Agency: Buzzman, France

Durex: The Unfuckables | Sex Education; devoid of prejudice

COTW — Sat, 29 Aug 2020 05:24:05 +0000

Prejudice comes in all shapes and sizes. It grabs anything that stands away from the so-called “normal” and drags it the hell down. A recent campaign by Durex boldly brings this sentiment to the forefront. Titled Durex The Unfuckables, it expresses how the society paints specially-abled-persons as individuals unfit for sex. However, that’s not all. The campaign not only lends a voice to such misrepresented individuals but makes them the stars of the project. Well, with Miami Ad School Madrid at the wheel, we wouldn’t have expected anything less. The creative presentation of the campaign’s message in the form of posters and social media videos is tongue-in-cheek and provocative yet rooted in honesty. However, the cherry on the top is the Spotify podcast that features disabled persons teaching the art of the sensual touch to the world. Collectively, The Unfuckables is a prosocial marketing marvel that doesn’t pull its punches. Well, it doesn’t need to anyway!

Tags:
Health, Pharmaceutical, Durex, Miami Ad School, Condom, Durex The Unfuckables, Durex Ads, Sex Education

Practice Safe Six by PLAYBOY – A sexually-charged take on stopping COVID-19

COTW — Sun, 24 May 2020 05:42:35 +0000

The PLAYBOY Take on Social Distancing – Practice Safe Six

PLAYBOY has become much more than a lifestyle magazine ever since the release of its first issue in 1953. Thereafter, it has become a global brand that has played a pivotal part in the sexual revolution. Even in recent years, Playboy has released various initiatives promoting sex education. But, the brand’s latest digital campaign titled ‘Practice Safe Six’ is not concerned with safe sex. Instead, it makes an interesting correlation between socially transmitted and sexual transmitted infections.

More precisely, this awareness campaign talks about COVID-19 related advisory information. Designed by a creative agency named Preacher, it does so in an intriguing manner. Using sexual metaphors, the campaign advocates for many good habits (practising social distancing, maintaining proper hygiene, wearing protective masks etc.). Moreover, it also advertises the protective masks that playboy is selling.

Practice Safe Six with Playboy!

Wash Before and After-Proper Hygiene helps flatten the curve. Scrub for at least 20 seconds at a time, every time.

Wear Protection-Stop the spread of socially transmitted infection. Wear a mask and gloves, when appropriate.

Limit Your Social Partners-What you do in private is your business. But on essential business, try to keep your encounters to a minimum.

Ask Permission-Boundaries are more important now than ever. Make sure it’s okay before you enter someone’s personal space.

Communicate-If you’ve come in contact with COVID-19, tell loved ones and self-isolate.

Abstain (not sexually)-Going without isn’t our style, but neither is COVID-19. Resist urges to be socially active so we can all be back together.

The caveat here is that Playboy will deliver the profits made on these masks to those in need. Thus, we feel immense pride in vouching for what this campaign stands for!

Tags:
PLAYBOY, Practice Safe Six, sexual wellness, socially transmitted infection, Social Distancing Campaigns

Manforce Condoms wants you to #ShutThePhoneUp in the moments of intimacy

COTW — Tue, 07 Nov 2017 08:55:51 +0000

#ShutThePhoneUp – Manforce Condoms urges young couples to literally shut their phones up and not film their moments of intimacy. Moreover, it makes them understand the grave consequences of their seemingly harmless actions.

According to the India Today Sex Survey 2017, around 19% of couples in India admit to have filmed their moments of intimacy on their smartphone cameras. This makes them vulnerable to voyeurism and pornography. Moreover, leaking of these tapes have resulted in thousands of cases of blackmailing and suicide.

Commenting on the campaign, Rajeev Juneja, CEO, Mankind Pharma said that “Manforce being a leading brand in the category has a larger responsibility in addressing relevant issues related to safe sex. This campaign brings to light the sensitive yet important issue of more and more couples filming their moments of intimacy. We found the time is right to educate couples on the seriousness of the problem”.

Credits:
Brand : Manforce
Product Group : Condoms
Client: Mankind
CEO: Rajeev Juneja
Brand Team: Joy Chatterjee, Eshita Goswami
Agency: ADK Fortune
Managing Partner: Subroto Pradhan
SR V.P. & ECD: Akashneel Dasgupta
AVP & Sr. C. D.: Tamanna Virmani
Story and Screenplay: Akashneel Dasgupta
Account Management: Kunal Sharma, Vishnu Narain Lal, Asmita Goswami
Production House: Absolute Productions
Director: Manoj Pillai
Producers: Puneet Bhatia, Prafull Sharma

This Ad is related to:
Mankind pharma, sex education, safe sex, #ShutThePhoneUp, Manforce, Condoms, digital marketing, manforce ads, smartphone, camera, Hidden camera, Digital campaigns, Manforce TVC, Sex Survey 2017, India Today Sex Survey, Manforce Condoms