The second phase of Cannes Lions 2015 Grand Prix winner ‘Like a Girl’ has been launched. The ad – already viewed over four million times – sees girls write society’s perceptions of females (‘weak’, ‘perfect’, ‘not brave’) on boxes, before smashing them both literally and metaphorically.

Amidst the sexualised wallpaper of contemporary culture, are teens, parents and teachers alike losing sight of real sex in favour of pornified and potentially damaging ideals?

Sex and violence don’t increase sales; they could even harm them. Meta-analyses of 50 studies across several decades using a number of methodologies suggest that “programs featuring violence and sex don't provide the ideal context for effective advertising.” But it's not that black and white.

Sex sells – and so does controversy. But with a new focus on audience involvement, musicians and film-makers alike are handing their incendiary wares over to a participatory online culture for dissection and regurgitation.