Italy lacks sex education in both schools and mainstream media, leading to about one in two people developing concerns about the appearance of their genitalia. To launch Sex Education 3, we showcased how different they can be with some fruity analogies.

Then, a pop-up bakery inspired by the vulva-shaped cupcakes of the show invited people to personalize pastries to portray their very own shapes.

More than 17 M people reached organically.

Over 4000 store visitors in 48 hours.

A political debate sparked within the first 24 hours, with the far-right party advocating for censorship while the progressive one pushed back in support of our cause.