Sex Happiness

A 2001 law requires French schools to provide a complete sex education program. 21 years later, a report revealed that students only finish 13% of the program. And when courses are given, they only learn about protection, STIs, STDs but never about pleasure and diversity.

Durex, the leading condom brand in France, decided to take over the sex education program by teaching pleasure and diversity for the very first time.

To reinvent the program, we teamed up with 2 famous sexologists, 5 content creators and their followers. We sourced questions online from them, highlighting their current concerns and needs. The goal: to break taboos and prejudices in an inclusive way. To help people start the discussion, all the topics and questions were available on our educational and fun app.

To enrich the platform, we partnered with the biggest festival in France: Solidays.
Billboards, posters, talks, quizzes... For the first time in this festival dedicated to the fight against AIDS, festival goers were able to talk about sexual pleasure. We turned all their stories into snackable content and featured it on our social networks daily.