Mumbai: Marketing transformation company, VML, has conceptualized a unique campaign, ‘Rainbow Classrooms’, for Durex. VML’s approach aims to create a safe space for students in India to express their feelings and address gender identity issues that are often overlooked due to the lack of sex education in Indian schools.
In India, students are often confused when it comes to conversations around gender identity. Home environments may not be welcoming to having open conversations on the topic, and educators do not always possess the necessary awareness or skills to address these subjects with sensitivity.
VML and Durex worked with students, teachers, school body heads and government officials to create a course specifically focused on educating the educators on having these difficult conversations. The aim was to to show them that they could be that safe space students were looking for. Those educators who completed our course were given a symbol outside their classroom – a rainbow door. Taking inspiration from the Pride Flag, the painted door serves as a symbol to students that they are entering a safe space where they can express themselves freely without fear of judgement or ridicule.
Rohan Kumar, group creative director, VML India said, “The first step to getting students to talk about gender issues was to create a safe space. The next was to create a symbol. Once we identified teachers as the ambassadors for this initiative, everything fell into place quickly post that. The rainbow doors serve as powerful symbols of safety and inclusivity. It’s a privilege for us at VML to collaborate with Durex on this initiative and support educational institutions to promote belonging for all.”
Ravi Bhatnagar, director external Affairs and partnerships, SOA, Reckitt said, “At Reckitt, we are dedicated to promoting inclusivity and providing continuous support to the communities we serve. The Rainbow Classrooms initiative is a testament to our ongoing efforts to create safe and supportive environments for students, not just during Pride Month but throughout the entire year. By fostering acceptance and understanding, we are empowering the next generation to embrace their identities and contribute to a more inclusive society.”
