The BBC World Service Trust has produced a cellular phone ringtone in India that says “condom, condom” to promote safer sex and curb the spread of HIV in the country. This was an initiative by the National AIDS Control Organisation (NACO) and was funded by the Bill & Melinda Gates Foundation. NACO has begun to use different types of media, such as TV and video games, to target young people in a discussion on practicing safe sex.
- “Ringtones have become such personal statements that a specially created condom ringtone seemed just the right way of combining a practical message with a fun approach.”
- “Trust country director for India, said that organizers have made a ‘conscious effort to move the concept of the condom away from negative association, like HIV and sex work.'”
Citation: Kaiser Health News. (2008) Cellular Ringtone Launched in India To Promote Condom Use, Curb Spread of HIV. Retrieved from http://www.kaiserhealthnews.org/Daily-Reports/2008/August/20/dr00054042.aspx?p=1