First check out this video ! (I suggest keep low volume if you are in an office environment)
The question is will you use this ringtone?
This ad is part of mass media campaign run by BBC world service trust and Bill & Melinda Gates Foundation to prevent transmission of HIV in India. The campaign objective is to make condoms more socially acceptable and improve the image of its user as a smart and responsible person. The campaign will run for a year in 4 phases.
I highly applaud the efforts behind this campaign for a great social cause. Although, I may not use the ringtone :), I am sure these excellent ads will surely send across the message to masses.
The campaign does have its own website, which I think is equally good. The whole campaign will be evaluated and the impact of this campaign will be known by Mid 2009.
India really needs such campaigns on other issues like female foeticide, gender inequality, pollution etc.