Imagine a phone going off at a wedding reception and the mobile ringtone has the unlikely chant of “condom, condom”. This ‘condom a cappella’ ringtone is featured in a new ad campaign launched on August 8, 2008। The advertisement is part of a two year project using mass media to make condoms more generally acceptable. It is produced by the BBC World Service Trust and funded by a grant from the Bill & Melinda Gates Foundation. The National AIDS Control Organisation (NACO) is also using the ad to support its condom promotion efforts.
The campaign therefore focuses on people who are sensible enough to appreciate and understand this, and so the tagline is Jo Samjha Wohi Sikander (“the one who understands is a winner”)
This original ringtone can be downloaded in India by SMSing “CONDOM” to 56887 (download charges apply) or free from anywhere worldwide on the website condomcondom।org .
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