It protects one from unwanted pregnancy and unwanted sexually transmitted diseases, yet people cringe from approaching the chemist when it comes to buying condoms. Keeping this in mind ICICI Bank with funding from USAID has launched the ‘Condom Bindaas Bol’ campaign to remove the feeling of embarrassment while buying a condom. The campaign is being supported by the Ministry of Health and Family Welfare (MoHFW).
Based on a research by Synovate India that conducted a campaign tracking study in 2005-06 in north Indian cities involving 1,645 sexually active males aged 20-29 years, the findings indicate that the key barrier to using condoms is the embarrassment to buy condoms, which has increased from 26 per cent in 2004 to 37 per cent in 2005.
A recent in-depth qualitative study conducted to develop campaign communication clearly suggests that the root of embarrassment lies firmly with the sexual connotation attached to the category as a whole amongst sexually active married and unmarried men.
Building on this research, the condom communication campaign for 2006 designed by Lowe focuses on tackling the key issue of embarrassment. With the theme of ‘Condom Bindaas Bol’, it aims at bringing condoms out of the closet and encourages people to talk about it openly, thereby addressing the first level barrier to say the word ‘condom’. The TVC created shows a group of coolies, while another shows assistants outside court room encouraging one of their colleagues to utter the taboo word ‘condom’.
The campaign uses a comprehensive communications approach involving advertising, public relations and direct marketing. The campaign encourages promotion of the entire category rather than a particular brand. It is targeted at sexually active single and married men aged 20-29 years in 33 cities and smaller towns of eight states across northern India: Delhi, Rajasthan, Uttar Pradesh, Uttaranchal, Madhya Pradesh, Chhattisgarh, Bihar and Jharkhand.
In addition to the print, radio and TV media, the campaign aims to address the issue through various on-ground activities.