Porn consumption among teenagers has become the main source of sex education for young people. It is a silent school, but one that can have a devastating impact – it normalises violence and male domination, creates unrealistic expectations, causes complexes, and can even lead to addictive behaviour. The root of the problem is simple but profound – when adults don’t talk to young people about sexuality, they let porn do it for them.

The Spanish Ministry of Equality and Ogilvy are bringing that uncomfortable reality to the fore with their campaign Porno, por no hablar (Porn, not to mention) and aims to open an urgent debate in society. The goal is clear – to invite families, educators, and the entire community to stop looking the other way and start talking to young people. Talk to them from a healthy, realistic, and respectful place that helps them build relationships based on equality, care, and consent.

“Porn has become a school for young people. There is a lot to be done in terms of sex education, but starting by telling them that porn is a lie seems like a good first step to us,” stated Guille Fernández and Pablo Poveda, creative directors at Ogilvy.

The campaign will run from October 13 to 23 on television, radio, outdoor advertising, and in the press, achieving wide media coverage to raise awareness and mobilise society.

Production was handled by Blur, with management and post-production by Hogarth.

Credits:

Client: Secretary of State for Equality and the Eradication of Violence against Women
Client Team: Ana Enrich, Noelia Acedo

Creative Agency: Ogilvy Spain
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Javier Senovilla & Juan Pedro Moreno
Creative Directors: Pablo Poveda and Guille Fernández de la Puente
Creative Team: Pablo Piqueras, Izarbe Moreno, Sergio Antón, Ana García Escudero, José Guerrero
Client Services Director: Carmen Pablo
Account Director: Irene Díaz
Account Supervisor: Alicia Aranda
Account Executive: Blanca Grosso
Head of Social: Sofía Martínez
Social Media Manager: Gema Martín
Social Designer: Nerea Heredia
Hogarth Audiovisual Production Director: Aaron Lago
Hogarth Executive Producer: Pablo Riaño
Hogarth Producer: Adrián Antequera

Production Company: Blur
Executive Producer: Pablo Heras
Producer: Marta Gómez
Director: Irene Baqué
Director of Photography: Borja Llorens
Editing: Rocío Pérez
Hogarth Post-production Director: Elena Nebreda
Hogarth Post-production Manager: Javier Rodríguez
Hogarth Post-production Coordinator: Cristina Lainez
Colour: Nadia Khairat
VFX Lead: David Marín
VFX Artists: David Marín & David Sánchez
Animation & Motion Graphics: Laura Pereyra
Sound Design: Iberian Media
Media Agency: Somos Sapiens