The BBC World Service Trust has launched 'Jo Samjha Wahi Sikander' campaign that encourages masses to download the condom ringtone 'condom a cappella'. This has been launched in association with Bill & Melinda Gates Foundation.
The advertisement is part of a two year project using mass media to make condoms more generally acceptable. The idea behind the campaign is to show social support for condoms, as this has a positive effect on use, and position condoms as a product that men use to show they are responsible and care about themselves and their families.
Radharani Mitra, creative director, BBC World Service Trust says, "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 platforms such as website downloads, online games, mobile advertising and downloads, TV, radio, and on-ground activation. The ringtone advertisement is the third part of the ongoing condom normalisation campaign.