Start date: 2006
End date: 2009
Media types: advertisements on television, radio, cinema, outdoor media and print
Issue: health
Country: India
Making condoms acceptable
It's a sign of manhood... but it's not a moustache
The focus of the campaign is to get men talking about condoms. Research shows that men who talk about sex are more likely to use condoms consistently.
The campaign aims to position condoms as a product that men use to show they are responsible and care about themselves and their families.
By the end of the campaign, the advertising on television, radio, cinema, print and outdoor media will have reached an estimated 125 million men.
Most will have been exposed to more than one promotional message about condoms.
He who talks, wins
The mass media campaign launched on the eve of World AIDS Day 2007 with a competition designed to get men talking about condoms.
The three-week campaign asked people to answer a riddle. Here's one of the clues: "It's a sign of manhood... but it's not a moustache."
Participants competed to win a mobile phone with free talk time.
The campaign reached 18 million men and nearly 400,000 people responded to the advertisements by making a local call.
The strength of the creative idea behind the campaign is that instead of an ad that tells people to talk, it actually stimulated people to talk.
The riddle enticed people to talk about condoms with their friends in order to arrive at the answer.
A parrot, which represents talking and smartness, has been chosen as the campaign's mascot.
The advertisements were broadcast in five languages across Andhra Pradesh, Karnataka, Maharashtra and Tamil Nadu. Click here to watch the advert
Condom, condom, condom!
The second phase of the campaign launched in March 2008.
Once again, we wanted men to talk freely about condoms. The confidence and the smartness required to do so are also being linked to being a "real man".
The ad shows a kabaddi match - kabaddi is a team sport originally from the Indian subcontinent where chanting the word "kabaddi" during play is a crucial aspect of game.
In the ad, the protagonist wins the match against an obviously macho team by chanting "condom" instead of "kabaddi". TV, radio, cinema, outdoor and print advertisements ran for a six week period.
This phase amplified our core message of 'smart men talk about condoms' by fictionalising the kabaddi match and the discussion and debate it generates. Click here to watch the advert
Condom Ringtone
In the third phase of the campaign launched in August 2008, a ringtone campaign is used to promote the use of condoms.
In a scene played out at a wedding: a mobile ringtone buzzes with a loud refrain "condom! condom!".
Embarrassing for the person holding the mobile phone? Not a bit of it - the reaction of those around the red-faced man is to see him as smart and responsible.
Viewers are encouraged to go to the campaign website to download a condom ringtone.
Radharani Mitra, Creative Director of the BBC World Service Trust India, describes the thinking behind the campaign:
"Ringtones have become such personal statements that a specially created condom ringtone seemed just the right way of combining a practical message with a fun approach. We have always had a strong interactive, response-led component in this ongoing campaign. This downloadable ringtone provides an opportunity for our audience to translate a message into an action. This idea is to tackle the inhibitions and taboos that can be associated with condoms." Click here to watch the advert
A puppy called Condom
The latest advertisement features the main stars of the campaign - Vrajesh Hirje and an animated parrot - and introduces two new characters, his "Aunty" and a puppy called "Condom".
The light-hearted approach carries a serious message; that "the one who understands is a winner" - those who use condoms are winners in life.
Since the BBC World Service Trust campaign has been on air, condom purchases in India have increased by 5%. At the launch of the latest phase of the campaign in New Delhi this month, Director General of the National Aids Control Organisation, Sujatha Rao said: "The ad[vertisement] has connected well with people who felt embarrassed to talk about condoms ... we are interested to continue this campaign further and to use this parrot and his master as a mascot for some new messages." Click here to watch the advert
Research and impact
A 'baseline' survey has been carried out in the four target states to assess existing knowledge, attitudes and practices related to condoms.
An endline survey will be carried out at the end of the campaign to measure progress on increasing positive attitudes and changing behaviour around condom use among men.