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Download the Adobe Flash playerOur 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 in Tamil Nadu, Maharashtra, Andhra Pradesh and Karnataka and was the first campaign of its kind in the country. Nearly 400,000 people responded to TV, radio and outdoor advertisements by making a local call.
