BBC World Service Trust launches condom ad campaign

14 August 2008

Mumbai: BBC World Service Trust has produced a new ad campaign, which features a 'condom a cappella' ringtone,  launched on 8 August  2008. Funded by a grant from the Bill & Melinda Gates Foundation, the ad is promoted by The National AIDS Control Organisation (NACO) to support its condom promotion efforts.

The strategy is to show social support for condoms, as this has a positive effect on use, and positions condoms as a product that men use to show they are responsible and care about themselves and their families. The creative idea of the ringtone winning approval from men and women of all ages reinforces that condoms mean good sense and those who know it are the real winners in life!

The campaign's tagline is Jo Samjha Wohi Sikander (the one who understands is a winner).

Creative director of the BBC World Service Trust, Radharani Mitra, states, ''Ringtones have become such personal statements that a specially created condom ringtone seemed just the right vehicle to define its user as a sensible person. We have always had a strong interactive, response-oriented element in this ongoing campaign. This downloadable ringtone provides yet another opportunity for our target audience to translate the message into an action point.

The very act of downloading and using this ringtone would have a counter effect on the inhibitions and taboos that can be associated with condoms. And it adds an element of fun and comfort to it.''

The campaign uses a multitude of youth friendly platforms such as website downloads, online games, mobile advertising and downloads, along with the TV and radio advertisements and on-ground activation. The objective is to connect with all age groups and across the socio-economic strata. This original ringtone can be downloaded in India by SMSing ''CONDOM'' to 56887 (download charges apply) or free from anywhere worldwide on the website www.condomcondom.