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Respect+: Rethinking Narratives Around Sexual Health

Doctors of the World Canada
  • Immersive digital platform
  • Editorial design
  • Creative direction
  • Multimedia production
  • Mobile first

Ready to bring a values-driven project to life?

The Challenge

How do you address sensitive topics such as sexuality, pleasure, shame or social norms in contexts where these conversations are often taboo?

Doctors of the World Canada wanted to create a space that could inform without stigmatizing, engage without moralizing, and represent without oversimplifying.

A challenge that was at once cultural, narrative and digital.
 

Our Approach

TOKAY designed Respect+ as an immersive, mobile first experience built around how its audiences actually live and connect.

Through a hybrid narrative combining testimonials, audio, illustration, photography, video and short formats, the platform makes intimate stories and complex subjects accessible. The experience is structured around four themes: consent and pleasure, masculinities and social norms, early pregnancy, and shame and taboos.
 

  • 50% audio to create a direct emotional connection
  • 20% illustration to get around visual and cultural barriers
  • 15% photography
  • 5% text to provide context without weighing things down
  • 5% video to enrich the experience

The Results

Respect+ created a new kind of engagement around sexual health:

  • a mobile first platform adapted to real-world use
  • an immersive experience that encourages listening and identification
  • content deployed across several contexts (Haiti, Benin, Burkina Faso)
  • a variety of formats that boosts retention and engagement

The Human Impact

Respect+ opens a space where stories can be shared without judgment. By making room for experiences that are too often made invisible and for voices rarely heard, the platform helps open dialogue, break down certain taboos and expand access to accurate, sensitive information adapted to local realities.

By placing individual experiences at the heart of the narrative, Respect+ seeks less to provide answers than to spark reflection, listening and informed choices.

Respect+ is about telling stories differently so they can be understood differently.
 

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