Cannes Lions

Rainbow Classrooms

VML, Gurgaon / DUREX / 2024

Case Film
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Overview

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Overview

Background

Situation:

With no sex education in India, many students are confused when it comes to gender identity related issues. They can't even comprehend the fact that a male might not identify as a male and a female might not identify as a female. Our research indicated that sometimes students just wanted a safe space to talk about their feelings - something that's severely lacking in Indian schools. Even teachers in schools lacked awareness and the ability to educate others.

Brief: How can Durex, a brand that stands for sexual health and empowerment, help students deal with gender identity related confusion?

Objectives:

- Educate more teachers on gender identity related issues

- Normalise and improve the acceptance of gender identity by students

- Aid students in recognising gender stereotypes

Outcome

59.8% RISE IN ACCEPTANCE OF GENDER IDENTITIES BY STUDENTS

Source: Social Return On Investment Study

83.9% RISE IN RECOGNIZING GENDER STEREOTYPES BY STUDENTS

Source: Social Return On Investment Study

4 MILLION + STUDENTS REACHED

Source: Impact assessment report

IMPLEMENTED IN 13,000 + SCHOOLS

Source: Impact assessment report

Various Government officials and public personalities spoke up and voiced their support for our campaign. This included:

• Conrad Sangma - Chief Minister of Meghalaya

• N. Biren Singh - Chief Minister of Manipur

• Mohan Bhagwat - RSS Chief

• Laxmi Narayan Tripathi - India’s leading transgender rights activist

• Thongnam Biswajit Singh - Manipur MLA

• Alo Libang - Minister of Health & Family Welfare Arunachal Pradesh

• Temjen Imna Along - Minister of Higher Education and Tribal Affairs Nagaland

• Dr. Indira Chakravarty - Padma Shri awardee and former Director All India Institute of

Hygiene and Public Health

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