How do you tackle the taboo of talking about condoms? A new HIV-awareness campaign in India is using a cell phone ring tone to start the conversation. The tone consists of a choir repeating the word "condom." Listen here.
The "Condom a Cappella" ring tone is part of a massive campaign produced by the BBC World Service Trust with a grant from the Bill & Melinda Gates Foundation to help prevent the spread of HIV in India. The goal of the campaign is to "make condoms more socially acceptable and promote the image of a condom user as a smart and responsible person," according to the BBC World Service Trust.
With approximately half of the world's population carrying cell phones (India alone has more than 140 million subscribers), can other public service messages via ring tones be far behind?
For now, here are some of the most popular ring tones in search:
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