French condom brand Eden Gen has launched a campaign encouraging Gen Z to give up porn for a month in an effort to provide alternative sex education. The “#Sextember” movement, as it’s been deemed, launches on TikTok as a series of short films, illustrations and posters tackling stereotypes perpetuated in porn in a light-hearted way with taglines such as: “Sex isn’t always a big scream,” “Sex isn’t a competition,” and “Sex doesn’t necessarily mean penetration.” When YPulse asked young Europeans what they wish was taught in school that isn’t, sex ed was number four on the list. Instead, many young consumers are learning about sex from porn. Eden Gen hopes to curb this by positioning itself as “a reliable, honest and accurate source of information about sex,” and “#Sextember” will be followed up with more campaigns aimed at Gen Z throughout the year. (Adweek)
