Cannes Lions
VML, Gurgaon / DUREX / 2024
Overview
Entries
Credits
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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