## Durex Launches Asia’s First Consent Café to Combat Gender-Based Violence in India
In a groundbreaking move to address the pervasive issue of gender-based violence in India, Durex, through its Birds and Bees Talk (TBBT) initiative, is set to launch Asia’s first-ever Consent Café. This innovative project, spearheaded by Reckitt, will make its debut at the prestigious Hornbill Festival in Nagaland, running from December 1st to 10th at the Kisama Heritage Village, Kohima. The alarming statistics surrounding gender-related crimes in India – with over 28,800 complaints reported in 2023 alone – underscore the urgent need for widespread education and open dialogue on the crucial topic of consent.
The Consent Café is designed as an immersive and engaging experience, utilizing a multi-sensory approach. Light, music, and art will be strategically employed to create an atmosphere conducive to open and honest conversations about consent, fairness, and the building of healthy relationships. The interactive nature of the café aims to encourage introspection and reflection on the vital role consent plays in fostering respect and understanding within relationships.
Officially inaugurated by Temjen Imna Along, the esteemed Minister of Tourism and Higher Education for Nagaland, the Consent Café symbolizes a significant commitment to tackling social issues at their root. Minister Along’s presence highlights the government’s recognition of the critical need to promote awareness and education surrounding consent and healthy relationships within the community.
Beyond the immersive café experience, TBBT is expanding its reach through a range of complementary initiatives. A newly launched WhatsApp chatbot will provide young people with scientifically accurate information on consent and personal development, aligning with UNESCO’s global standards for comprehensive sexuality education. This readily accessible resource aims to empower individuals with the knowledge and tools they need to navigate relationships responsibly.
Further amplifying the message, TBBT is hosting a vibrant music event showcasing the talents of local artists such as Moko Koza, Eva Rongmei, and Keneisenuo. This celebration of inclusion and creativity serves as a powerful platform to raise awareness and promote positive social change through art and music. The event will underscore the importance of fostering a culture of respect and understanding within the community.
The Consent Café represents a significant step forward in the fight against gender-based violence in India. By fostering open dialogue, providing access to vital information, and engaging the community through innovative methods, Durex and Reckitt are demonstrating a commitment to creating a safer and more equitable society. This initiative sets a powerful precedent for other regions to follow, showcasing the potential of innovative approaches to tackling critical social issues. The combination of the interactive café experience, the readily accessible WhatsApp chatbot, and the vibrant music event represents a holistic approach to achieving meaningful and lasting change.
