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When saying condom aloud became birth control ad in India.

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How do you teach millions of people family planning?

By getting them to say the word condom again and again till it shatters any form of shame or stigma around its use.

Risqué as it might sound, that is exactly what advertisement writer Anand Suspi did 18 years ago when his team at Lowe Lintas designed the Condom Bindass Bol (Say Condom Freely) campaign in India.

Launched in 2006, the public awareness campaign made in collaboration with the Indian government was created to overturn a decline in the sales and use of condom in eight states in northern India which together comprised nearly half of the country's condom market at the time.

The campaign featured comical scenarios where a shy man - ranging from a sheepish cop getting some downtime at a dingy police station, to a grubby lawyer surrounded by men outside court - is encouraged by his peers to say condom, loudly and clearly, in public.


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