PFI and Love Matters launch #CoolNotFool campaign on TikTok

Population Foundation of India (PFI) and Love Matters India launched an awareness campaign called #CoolNotFool on TikTok, the leading short-form mobile video destination. The campaign aims to promote the message of safe sexual practices and drive a conversation about family planning. 

#CoolNotFool, has been developed with the mission to reiterate that conversations on sexual and reproductive health will encourage people to normalise adoption of contraceptives and promote healthy practices. Through this campaign on TikTok, PFI and Love Matters India are encouraging people to break the stigma, open-up and have a conversation about family planning, relationships and contraception. . 

PFI and Love Matters India collaborate to spread the message of safe sexual practices, contraception and family planning  through fun and cool videos posted under #CoolNotFool campaign

Vithika Yadav, Head, Love Matters, India added, “In context of family planning and SRHR (Sexual and reproductive health and rights) , the idea that open, honest and engaging communication on sex, relationships and contraception using digital channels is gaining ground, not only in India but worldwide. Also, male involvement along with female (both married and unmarried) is key to healthy relationships and improving family health. The #CoolNotFool campaign is meant to engage with people in a fun, non-threatening, informative and engaging way to encourage communication on condoms, contraceptives and relationships. The idea is to redefine what is ‘cool’ and remove shame and stigma around talking about what’s safe and healthy when it comes to sex and relationships.” 

Poonam Muttreja, Executive Director, Population Foundation of India (PFI) said, “We consider family planning as a human right. Every woman and man has the right to take a decision on their families. Young people need to have information on their sexual and reproductive health and rights, so that they can be responsible adults. PFI uses entertainment to shift behaviours and challenge social norms that consider conversations around sexual and reproductive health as taboo. We firmly believe that our digital platforms like TikTok will help us generate awareness through entertaining content, especially among the youth.”

“Internet penetration is growing at a rapid pace through the country and online platforms like TikTok can prove to be the ideal vehicle of change to drive conversations around social issues. We are delighted to forge a collaboration with the Population Foundation of India and Love Matters to take the message of healthy family planning to our user base across India,” said Nitin Saluja, Director of Public Policy (India), TikTok.

Check out the #CoolNotFool campaign on TikTok and empower yourself with information on safe sexual practices through creative videos. Download TikTok on iOS and Google Play. For more updates, follow TikTok  India on TikTok, Twitter, Facebook and Instagram.