In our day-long coverage of innovative HIV/AIDS campaigns, here is one from India. The question: How can you encourage men to use condoms to reduce the incidence of HIV/AIDS? The answer: Drive up sales of condoms with an innovative and often tongue-in-cheek multi-media campaign, including catchy ringtones featuring the jingle Condom Condom.
The BBC World Service Trust, the charitable arm of the BBC, has been running a public health campaign in four states in southern India and has now launched a campaign to make clear that "smart men use condoms."
Here is one scene, played out at a wedding: a mobile ringtone buzzes with a loud refrain "condom! condom!" The BBC Trust writes: "Embarrassing for the person holding the mobile phone? Not a bit of it - the reaction of those around the red-faced man is to see him as smart and responsible."