2. A lot has changed

4. Yet a lot hasn’t We add one Australia every year but bury our head in sand like ostriches do……

5. 2.5-3 Mn people HIV+

6. Client Brief Get the condom out of the closet Break the taboo-without treading along the disease/fear/contraception/sexual pleasure path

7. Marketing objective One more brand that need to be sold to men for smart and healthy living

8. The Target Audience Adult men -15-54/SEC CDE. Resident of South and western part of India (States with low condom usage as well as higher instances of AIDS)

9. Consumer Insight They will use itIf they say it

10. Media strategy

11. Take the bull by its horn Too shy to say “condoms”….!! Lets say it really loud

12. How was this campaign different?

13. Behavior change communication Spread over 3 stages-gradual process Opportunities to engage with consumer Create a seamless surround of condom communication.

14. What role did media play? Made people say Condom aloud.

15. What role did media play? Wove condoms into the fabric of peoples’ life.

16. What role did media play? Made consumers bond with condoms!

17. How did we go about it ?

18. The three stages-First stage STAGE I : Say CONDOM in the comfort of YOUR own space

19. Stage 1 “Say-Condom-Aloud” contest (Riddle) Aired across several TV channels, radio stations and cinema halls. Participation by calling a voice portal and saying the correct answer “Condom” in order to win prizes.

20. Contest being promoted on ground

21. Winners of the contest On ground promos

22. 20 day contest-4 lakh people participated The response - at par with a high decibel consumer promo for any popular brand/movie (IVRS)

23. The three stages-Second stage STAGE I : Say CONDOM in the comfort of YOUR own space STAGE II : Express YOUR opinion as a part of larger community

24. The fictitious game of Kabaddi transformed into a real debate about condoms Play Kabbadi AV Play RJ talk Engineered controversy/debate on the issue across media

25. SMS polls; ‘do smart men talk Condom’ Ambient media in youth junctures Media catalysed consumer into debating whether condoms should be “talked” about.

26. Result More than 80% of the people polled said it was OK for smart men to talk “condom” in public.

27. The Three stages-Final Stage STAGE I : Say CONDOM in the comfort of YOUR own space STAGE II : Express YOUR opinion as a part of larger community STAGE III : Come out in open in favour of CONDOMS

28. Marriage AV

29. CNN rated this as the must have ringtone

30. Result 475,000 people asked for the condom ringtone download through the SMS short code 200,000 downloaded the ringtone from the website The ringtone also received footage across national dailies and TV, International press. Over 200 portals wrote written about the condom ringtone. The website received over 3.5 million hits over the campaign period

31. Result Baseline study done at each stage by BBC WST of the campaign revealed that the message comprehension (‘talk about condoms’) rose from 2% to 61%, likeability from 61% to 89%.

32. Last but not the least Condom sales through government channels grew by 85.0 million units during the campaign period

33. Thank You