: Durex launches Let’s Talk About It campaign in the Northeast market #IndiaNEWS #Campaign Spot Reckitt launched Year 2 of The Birds and Bees Talk program, which is directed towards the adolescents

Durex launches Let’s Talk About It campaign in the Northeast market #IndiaNEWS #Campaign Spot
Reckitt launched Year 2 of The Birds and Bees Talk program, which is directed towards the adolescents between the age group- 10 to 19 Years in the six states of North-Eastern India

Reckitt launched Year 2 of The Birds and Bees Talk program, 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 program 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 program 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 program is building and launching its digital ecosystem to ensure that the COVID pandemic does not hinder learning and development.

The digital ecosystem of the program includes an e-learning platform to deliver sessions to students across the states, with a rewards and recognition program linked to encouraging 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 program. 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.

The campaign will also be rolled out on Facebook, Twitter, and Instagram, shared with key influencers to help reach the masses. The campaign will include a series of digital content that will focus on reiterating the issue and will be used to help reach a larger audience.

Gaurav Jain, SVP, SoA, Reckitt said “The Birds and Bees Talk campaign is a colorful 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.