Ever heard a safe-sex promo sung in multipart harmony? Have a listen to the "condom a cappella" ringtone. Just launched in India--where approximately 2.5 million people are living with HIV--it's part of a three-year ad offensive aimed at making condom use there more socially acceptable. And it's actually quite catchy.
The ringtone marks the latest phase in the mass-media campaign, which has placed ads on television, radio, and film, and in print and outdoor media. Ultimately, the HIV-prevention messages are expected to reach an estimated 52 million men.
According to international charity BBC World Service … Read more