ABOUT

In 2009, the Indian parliament banned sex education in schools.
As a result, India today ranks amongst the highest when it comes to cases of HIV, rape, teenage pregnancies, and consent crimes. Despite this, decision makers have not unbanned sex education as they deem it to be 'un-Indian' and too western.

SOLUTION
In order to circumvent the ban, Durex partnered with the National Curriculum Framework to repackage sex education so that it would be accepted by the conservative Indian society.
They created an entire sex education curriculum without using the word 'sex'. That meant books without the word sex. Comics without the word sex. Podcasts, murals and even a music video- without the word sex. By packaging it this way, state governments, schools, education boards and even parents became more open to the idea.