File this under “strange but true”. The third stage of a safe sex campaign partly funded by the Bill and Melinda Gates foundation in conjunction with the BBC has released a free cell phone ringtone in India that does nothing but chant “condom condom”. It’s hoped that the ringtone will promote condom usage in the country where more than 2.5 million people live with HIV.

A never-before ‘condom a capella’ makes waves
The ringtone is featured in a new advertisement, part of the ongoing condom normalisation campaign produced by BBC World Service Trust. The objective of the campaign is to make condoms more acceptable and portray the condom user as a smart and responsible person. the campaign therefore focuses on people who are sensible enough to appreciate and understand this, and so the tagline is Jo Samijha Wohi Sikander (the one who understands is a winner).

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. 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.

Who thinks these campaigns up?

Condom Condom free ringtone

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