Poland's lack of sexual education is a growing crisis, with HIV cases doubling in the past decade. The Minister of Education from the ultra-conservative party has proposed banning independent sex education in schools, leaving young people in the dark. For three years running, Poland ranks last in the Contraception Policy Atlas Europe, partly due to the lack of reliable sex education in schools. Meanwhile, the government subsidizes trips to museums promoting conservative values and patriotism.

Durex which has made a long-term commitment to provide inclusive sexual education teamed up with Ponton – an independent organization of sex educators – to reach teens in Poland and educate them about safe and healthy sex.

Durex has found a way to bypass the restrictions of the Polish education system by transforming 100 paintings from major Polish museums into sex education medium. Through the use of Augmented Reality, we provided contextually related educational content, in a new and interactive way in a country notorious for its resistance to progressive reforms. By simply visiting the Durex website, pointing a camera at the painting, and scanning it, every student can receive content in a straightforward and easy-to-digest format. This way the lessons designed to teach conservative values became an opportunity for 2 million teenagers visiting museums every semester to access reliable sex education.

Durex has revolutionized sex education in Poland with an innovative and interactive approach that challenges the limitations imposed by an ultra-conservative government. By breaking free from the conventional framework of sexual education taught in schools, the brand has delivered it directly to the students' doorsteps. Augmented Reality technology has been utilized to transform 100 paintings from permanent exhibitions in five major Polish museums into a medium for sex education. The contextual educational content is now accessible to the two million students who visit these museums every semester, providing a straightforward and easy-to-digest format for learning about sexuality. This tool is available for free on the Durex website, enabling every student to gain essential knowledge about their sexual well-being. Durex's initiative not only addresses the existing resistance to progressive reforms in Poland but also demonstrates the power of innovative thinking in tackling complex societal issues.

The past eight years of ultra-conservative party rule in Poland have been evidence of the dominance of conservative values. A prime example of freedom-restricting actions was the tightening of abortion laws, coupled with limited access to contraceptives and a lack of comprehensive sexual education. Any attempts to introduce such education were met with accusations of sexualizing children and promoting LGBTQ+ ideologies. Independent organizations face challenges in organizing school classes and lack government funding for their activities while schools focus on conservative topics (natural fertility control, marital sex, sexual abstinence). This has led to a rise in depression and suicide rates among teenagers, who lack reliable knowledge about sexuality, struggle with body acceptance, and often lack parental support in navigating these difficult subjects. The Art of SexEd campaign is of paramount importance in a country that suppresses access to essential knowledge for young people.