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.

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.

Everyone desires sexual fulfillment and seeks to understand the complexities of love. A simple Google search for “sex and love” yields an overwhelming 113,000,000 results, highlighting the vast amount of information available on these subjects. However, there are often unasked questions that linger in the minds of individuals. People may hesitate to inquire about topics such as the normality of a curved penis, the acceptability of odorous discharge, or the necessity of orgasms during every sexual encounter.

FAQ YOU serves as an everyday companion in navigating these intimate matters. Developed by a young and dedicated team, the platform aims to provide comprehensive information and support. Embracing meticulous attention to detail, a passion for the subject, and a drive to create innovative formats, the team is committed to consolidating all vital resources, facts, and services related to sexual health in a single digital space. The overarching goal is to make this information easily accessible to users, fostering knowledge and empowerment. With an unwavering dedication to improvement, the team constantly devises new plans to enhance the platform’s offerings.

Credits
Client: Youth against AIDS, Hamburg, Germany
Agency: loved/ thjnk AG
Project Team:
Mieke Haase (Chief Creative Officer)
Alexander Müsgens (Creative Director)
Sabine Cole (Editor-in-Chief)
Valerie Bachert (Editor-in-Chief)
Jana Maria Herrmann (Art Direction)
Yannic Hefermann (Art Direction)
Susanne Sauer (Designer)
Isabella Bigler (Text)

Tags:
sexual health, intimate questions, sexual education, sexual wellness, sexual empowerment, sexual health resources, FAQ, sexual health information, sexual health support, sexual health guidance, Awareness Campaigns

In Estonia, the legal age of sexual consent is only 14. Every year, 14-year-old children become victims of sexual abuse because of this law, and yet, all previous attempts to change the law have failed. The problem is, people think 14 is OK. So Estonian Sexual Health Association launched a campaign to make our country finally realize why 14 is too young.

Credits
Advertising Agency: Optimist Estonia, Tallinn, Estonia

It highlighted the opportunity we have to denounce archaic norms that foster misguided shame and great communal injury. More precisely, it questioned the morality of shaming women who carry condoms. Likewise, the initiative called out men who forego the need for protection during sex out of ignorance and laziness. All in all, Let’s Not Go Back to Normal eloquently capitalized on Havas London’s creative prowess to usher a new wave of progressiveness.

From its presentation to its central message, we adore everything about this campaign. In fact, it is only wise to point out that Durex’s prosocial marketing has lately been nothing short of magnificent!

Tags:
Durex Ads, Condom, Let’s Not Go Back to Normal, Sexual Health, Awareness, Digital Film

Understandably, the intent behind feeling sorry for disabled individuals is not malicious. Nonetheless, it still has a negative effect. So, we need to do better than labelling people unlucky for what they cannot change. We need to remind them that life’s opportunities are open for all. Irrevocably, fulfilling sex life is part of the promise. Sex Against Humanity acts as a case-in-point here. It uses the creative brainpower of the minds at EFAP, Paris, and deploys humour to foster inclusiveness. How exactly? Well, by simply using a deck of cards that makes jokes about disability and sex. Though simplistic, Durex’s intervention helps society to love and laugh together. Thus, we’re more than happy to spread the word about it.

Tags:
Sex and disability, Health, Sexual Health, Wellness, Digital Film, Creative campaign, Direct Marketing, Advertising Campaign, Durex Ads, Best Durex Ads