By Paul Westcott
Clear Channel Online

Imagine a phone going off at a wedding reception and the mobile ringtone has the unlikely chant of "condom, condom".

Imagine the consternation of the person who holds the phone because it is not really his phone. Imagine the reaction of all around him. Well, if you think they are shocked and disapproving, you have got another think coming! Most people feel there is nothing wrong with the condom ringtone, as condoms signify smart and responsible behavior, the hallmark of any winner.

This "condom a cappella" ringtone is featured in a new ad campaign launched on August 8, 2008. The advertisement is part of a two-year project using mass media to make condoms more generally acceptable. It is produced by the BBC World Service Trust and funded by a grant from the Bill & Melinda Gates Foundation. The National AIDS Control Organization (NACO) is also using the ad to support its condom promotion efforts.

The strategy 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!

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