As part of its work to fight the spread of HIV, the BBC World Service Trust has launched a novel ringtone in India designed to break down the social taboo of using condoms. The new advertising campaign, which features a ‘condom a cappella’ ringtone is also funded by a grant from the Bill & Melinda Gates Foundation. The strategy is to show social support for condoms, as this has a positive effect on use, and positions condoms as a product that men use to show they are responsible and care about themselves and their families. Read more and watch the advert.