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.
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