With no sex education in India, the concept of consent has become distorted. As a result the youth's understanding of consent comes from what they see in Bollywood movies. Where a no does not always imply rejection. It is seen as another form of invitation. The result - a culture of molestation and rape. Today India is seen as a breeding ground for rapists and sexual assault offenders.

With such a large Bollywood influence in the country, we had to adopt new ways of reaching out to students. We went beyond textbooks and created comics, murals, podcasts and even a Bollywood-style music video to reach Bollywood-Brainwashed students.

Durex created India's first ever Consent Curriculum. An all-age, all-gender curriculum dedicated to teaching students about consent.

With such a large Bollywood influence in the country, we had to adopt new ways of reaching out to students. We went beyond textbooks and created comics, murals, podcasts and even a Bollywood-style music video to reach Bollywood-Brainwashed students.

Target Audience: State governments, school officials, education boards, students and their parents.

Approach: Durex created India's first ever Consent Curriculum. An all-age, all-gender curriculum dedicated to teaching students about consent,

With such a large Bollywood influence in the country, we had to adopt new ways of reaching out to students. We went beyond textbooks and created comics, murals, podcasts and even a Bollywood-style music video to reach Bollywood-Brainwashed students.

Data gathering:

Secondary research through Social Return of Investment (2023) suggested improved numbers among students

Implementation: Durex tied up with Plan India and the National Curriculum Framework and created India's first of its kind consent curriculum.

Timeline: 25th May 2023 - ongoing

Placement: Schools, state-run festivals, Instagram, Facebook, YouTube and multiple media publications.

Scale: Across six states. Nagaland, Mizoram, Manipur, Arunachal Pradesh, Sikkim and Meghalaya.

47.5% DECLINE OF MOLESTATION CASES IN SCHOOLS

Source: NCRB Report

18.9% DECLINE IN EVE TEASING IN SCHOOLS

Source: NCRB Report

4 MILLION + STUDENTS REACHED

Impact Assessment Report

IMPLEMENTED IN 13,000 + SCHOOLS

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