BBC world trust service is producing a mass media campaign to bring awareness about the practice of safe sex using condoms and in turn prevent the transmission of HIV in India.  The idea is to make the condom more socially acceptable and improve the image of the condom user as a smart and responsible person.

In India, it is a fact that most people shy away from buying condoms from shops. Through this campaign, BBC hopes to bring awareness amoung the public about the necessity of using condom while having sex, thus protecting oneself. The campaign started in December 2007 and will be running for a whole year.

Visit the official site called (what else) condomcondom.org and download a free condom ring tone for your mobile phone. The site also has more details about this “first of its kind in India” campaign and also other goodies like a wallpaper and games.