Durex - "The Art of Sex Ed (Film)"

Despite a rise in HIV cases in Poland, schools there promote traditional values and safe subjects like art over sex education. Pupils are more likely to visit a museum than receive sexual health advice. And they can’t necessarily count on their parents to provide the missing info. Durex was the obvious brand to come to the rescue. It teamed up with VML and the PONTON sex education association to combine sex…and art! A dedicated app used AR and image recognition to turn masterpieces in Polish museums into sex education tools, focusing on the certain of the artworks’ details to talk about consent, sexually transmitted diseases and so on. The operation attracted wide media coverage and reached more than 900,000 Poles aged 15 to 18.