The BBC World Service Trust's "Condom, Condom!" campaign promoting condom use in India was recently named in a CNN list of the most innovative safe sex campaigns.
In a country in which 2.5 million people are living with HIV, the project is targeted at young men, and has so far reached over 125 million people through creative TV, radio and online public service advertisements.
Phase four of our advertising campaign 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.
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Click here to view in Real or Windows MediaAccording to World Health Organisation (WHO) statistics, there are currently around 33 million people worldwide living with HIV; 4 million in south and south-east Asia alone. Safe-sex and prevention programmes are essential to tackling the spread of the epidemic.
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."
