The BBC World Service Trust is producing a mass media campaign to prevent transmission of HIV in India. The campaign objective is to make condoms more socially acceptable and improve the images of the condom user as a smart and responsible person. The campaign is in four phases over one year starting from December 2007.

What I had heard is that the Bill and Melinda Gates Foundation were involved in this too. Besides the ringtone, the website offers wallpapers too.

HIV is a taboo issue in India, but it's a disease that  is increasing in proportion, just like in Africa. The reason why the Trust isn't providing condoms instead of just providing a ringtone is that using them is a taboo itself. The cause is to raise awareness so that using condoms are acceptable for use.

Condom a Cappella website

[via 2dayBlog]