~The campaign aims to promote the message of responsible family planning for a sustainable future and encourages people to participate in the conversation on TikTok~

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

#CoolNotFool, has been developed with the mission to reiterate that the planet and it's resources are finite. Through this campaign, PFI and Love Matters are encouraging people to break the stigma, open-up and have a conversation about sex, relationships and contraception. Users have a platform like TikTok to share their stories and ideas on how to help control population explosion in India. 

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 Mutterja, Head, Population Foundation of India (PFI) said, “Over-population leads to increased demand for natural resources such as fresh water and food, starvation and malnutrition, consumption of natural resources (such as fossil fuels) faster than the rate of regeneration, and a deterioration in living conditions. We firmly believe that our digital platforms like TT will help us generate awareness and promote responsible behaviour, especially among the young digital community and users.”

“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 honoured to forge a collaboration with the Population Foundation of India and Love Matters to take the message of population control 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.


Enclosed are few videos on the platform under #CoolNotFool :



About TikTok

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo. www.tiktok.com.