The video released by the Ministry of Equality as part of its campaign on the occasion of March 8, International Women’s Day, exposes “silenced” situations such as having sexual relations with the period, masturbation in women over 60 years of age or the sexuality in people with disabilities.
The campaign, with the slogan ‘Now that you see us, let’s talk’, and which was presented this Wednesday by the Ministry of Equality, has among its objectives “to promote dialogue and conversation around sexuality, as well as the elimination of taboos and commitment to sexual education as a way to achieve a more egalitarian society”.
As can be seen in the different pieces that are part of the campaign, sexual education is represented “in an integral sense, without being limited to sex, dealing with other aspects such as acceptance of the body, respect for others, care and co-responsibility, consent, diversity” and as sexual education for equality, “to prevent, identify and act against sexist violence”.
The ‘spot’, prepared by the Ogilvy Madrid agency, poses various scenes with diversity, freedom and the breaking of taboos as a backdrop. Among the protagonists stands out a “non-normative” couple and another with a disability, a father and his son – “to value the important role of men in sexual education” -, or a 60-year-old woman.
In addition, situations are exposed that, according to Equality, are “everyday” but that until now have been “silenced, such as having sex with the period or sexuality in older people.” The campaign also has graphic and outdoor pieces, as well as different radio spots and materials for social networks.
The video was presented this Wednesday at the 8M institutional act organized by the Women’s Institute under the title
As for the ‘spot’, the Ministry of Equality affirms in the video that “in Spain this is not talked about”, and conveys other messages such as that there is no talk of the fact that there are those who “turn off the light to do it”, “nor of diversity” or “Ana and her pleasure”, referring to a woman with a disability.
The Minister for Equality, Irene Montero, expressed her concern this Wednesday because, in her opinion, “society has this pending conversation in all areas” and pointed out that women must be “increasingly clear” that sex education is ” a right”.
The video has received some criticism from anonymous users on social networks who wonder how much the campaign has cost, say that it is a subject that is discussed “in private” and ironically saying that “the Ministry of Equality has just discovered sex”.
According to the criteria of The Trust Project
