Case Study: Durex advances consent education in India with VMLY&R

Durex reaches 4 million students with VMLY&R’s consent curriculum

The customer, Durex, faced the challenge of a distorted understanding of consent among Indian youth due to a lack of formal sex education, where harmful ideas were often reinforced by Bollywood films. Partnering with vendor VMLY&R and the Indian government, their objective was to improve alarming statistics regarding molestation and eve-teasing in schools by addressing this educational gap.

VMLY&R created India's first all-age, all-gender Consent Curriculum for Durex, using new-age mediums like comics, podcasts, murals, and a Bollywood-style music video to effectively reach students. This solution was implemented in over 13,000 schools, reaching more than 4 million students. The campaign had a significant measurable impact, resulting in a 47.5% decline in molestation cases and an 18.9% decline in eve-teasing within schools.

Durex