Let’s talk about the birds and bees says Durex

The campaign aims to promote the core principles of inclusion, awareness, consent, awareness and protection.

Reckitt has launched Year 2 of The Birds and Bees Talk programme, which is directed towards the adolescents between the age group- 10 to 19 Years in the six states of North-Eastern India- Sikkim, Arunachal Pradesh, Nagaland, Meghalaya, Manipur and Mizoram with the aim to reach 2 million children in three years. The programme has launched its theme song- ‘Let’s talk about it’, to mark its second year, and to celebrate Pride Month.

Launched last year with the support of the state governments of Manipur, Sikkim and Arunachal Pradesh, the Birds and Bees programme has a 2-level interactive, animated curriculum that covers growing up and life skills, to promote the core principles of inclusion, awareness, consent, awareness and protection. In year 2, the programme is building and launching its digital ecosystem to ensure that the COVID pandemic does not hinder learning and development.

The digital ecosystem of the programme includes an e-learning platform to deliver sessions to students across the states, with a rewards and recognition programme linked to encourage schools, teachers and students to intensively engage with the content.

Supporting the e-learning platform is an AI-enabled chatbot, and a podcast channel, along with a website that gives a complete overview of the programme. The holistic approach of the program envisages celebrating special days and important health days across the states leveraging its rich music, art and culture ensuring that knowledge is not limited to the restraints of physical classes.

Gaurav Jain, SVP, SoA, Reckitt said “The Birds and Bees Talk campaign is a colourful campaign that leverages the power of arts, music and culture to engage adolescents and youth in a fun-filled and positive manner. The TBBT anthem intends to convey that growing up can be fun and safe and sends a positive message that communicates the importance of the knowledge of power, protection and pleasure.”

“Through this campaign, we aim to raise awareness and make adolescents and the young LGBTQI population in the Northeast feel included and encourage community engagement.”

Mohammed Asif, Executive Director, Plan India stated “Plan India has been working for more than two decades to improve sexual and reproductive health services and rights for all children, adolescent girls and young women and men in different parts of India.”

“In sync with the Rashtriya Kishor Swasthya Karyakram (RKSK) of the Government of India, we believe adolescents and young people must be enabled, equipped and empowered for their holistic development. They should be aware of their sexual and reproductive rights, make informed choices for themselves and lead healthy lives, free from violence, discrimination and abuse.”

“I am happy to share that the “The Birds and The Bees Talk” Project seeks to enable and equip millions of adolescents and young people with awareness and access to the sexual and reproductive health services and rights, which is important for strengthening gender equality in our country.”