TikTok Campaign on Family Planning Takes Millenials by storm

A unique awareness campaign ‘#CoolNotFool’ has grabbed the attention of millennials in India. The campaign collectively created by national NGO Population Foundation of India (PFI), TikTok India and Love Matters aims to promote safe sexual practices and encourage conversations about family planning. The campaign, which is a much-needed one is in the form of short video clips on TikTok and on themes such as family planning and safe sex. The videos have been a roaring success and crossed 85 million views. Apart from endorsing healthy family planning practices, the campaign aims to break the stigma associated with sexual health, especially among adolescents.

 The audience engagement has gone beyond views and likes – as can be seen from the viewer's comments, the videos are attracting. Many viewers are asking for more information on contraceptives, especially their availability and side effects.  TikTok influencers are also uploading duets and reaction videos with the original campaign videos taking the message forward. Population Foundation of India’s page on TikTok has nearly 5 million video views and over 16 thousand followers.

Speaking about the campaign, the Executive Director of Population Foundation of India (PFI) Poonam Muttreja says, “Young people need to have information about their sexual and reproductive health and rights as a pathway to responsible adulthood. Using platforms like TikTok which youth engage with, we hope to break the taboo around sexual and reproductive health while also creating awareness through entertaining content."