Bill & Melinda Gates Funded Indian PSA

By: Pearl - Published: Aug 22, 2008 • References: & arbroath.blogspot
A ‘condom a cappella’ ringtone featured in an Indian ad musically chants "condom, condom" repeatedly at a wedding reception scene. The guests did not act shocked but reacted positively to responsible behaviour implied by the condom ringtone - "a winner".

The public service campaign ad was produced by the BBC World Service Trust. Funding for the project came from the Bill and Melissa Gates Foundation. The objective of the campaign is to reduce the transmission of the AIDS virus by making condom use more socially acceptable. According to Associated Press," Nearly 2.5 million people in India are infected with HIV and the disease is still largely taboo."

As 270 million people in India do use cell phones and ring tones, the ad will have a broad audience.

Download the ringtone for free from Stats for Ringtones for AIDS Awareness Trending: Older & Chilly
Research: 2,495 clicks in 405 w
Interest: 4 minutes
Concept: Ringtones For AIDS Awareness
Related: 49 examples / 38 photos
Segment: Neutral, 18-35
Comparison Set: 18 similar articles, including: olympic condoms, difficult advertising & branding, and condoms get high-tech: make love to cellphone music.