Riddle Me This

In India, an Effort to Reduce HIV Uses a Teaser Campaign

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In a drive to reduce the levels of HIV in India, the BBC World Service Trust ran a campaign to promote the use of condoms, reaching more than 100 million people from December 2007 to August 2008.

The campaign encompassed TV, radio and outdoor ads, website downloads and online games, as well as a downloadable ringtone.

The initial phase of the campaign featured a riddle that ran on outdoor sites, supporting TV and radio activity, all of which directed consumers to a website.

A second message this spring centered around the traditional game of kabbadi, in which players chant "kabbadi" to show they are holding their breath. Except in this instance players had to chant "condom, condom" instead.

The third and final element of the campaign launched last month and promoted a special ringtone designed to remind consumers of the message every time their phone rang. Ads directed consumers to a website where they could download a "condom, condom" ringtone.

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