Following an overwhelming response to its ‘Condom Normalisation’ mass media campaign, BBC World Service Trust has decided to go for a makeover of condomcondom.org in order to turn it into a full-fledged website for the masses. The website, which was launched in 2008, showcases the campaign and enables people to download the ‘Condom a Cappella’ ringtone. The site claims to have recorded 3.5 million hits in just six weeks.
Ideaz Inc is the agency behind the sites’ fresh appearance. Radharani Mitra, Creative Director, BBC WST, India, told exchange4media, “Ideaz Inc translated our brief very well – we wanted something simple that would grab attention and bring them back every time.”
When it comes to discussing a sensitive topic like ‘sex’ and ‘condoms’ in a country like India, it is imperative to have a precise approach. Gurpreet Singh, Creative Director, Ideaz Inc, explained, “Right from the start, we were clear about the look and feel that we wanted to achieve for the website. Since all of the BBC WST work in India is based around promoting safe sex and the use of condoms, it was a challenge to create a visually exciting proposition that would be fun, vibrant and friendly in a space that’s typically seen as taboo in the Indian context.” Singh added that campaigns on sex and safe sex had been associated with titillation, sleaze and crude visual expressions in India, Ideaz Inc wanted to change that corrosive attitude.
The brief to the agency was to create an online platform where people could freely and openly discuss, read and share content about safe sex.
Singh stated, “The client wanted a complete relook at www.condomcondom.org in the context of promoting ‘safer sex’. The site needed a revamp to widen its scope, make it more interactive, and bring it up to date. The visual design of the site achieves that beautifully – you can even post a “Condoms are Cool” badge on your Facebook profile to show your support for the campaigns.”
He further said, “Each campaign is presented as a microsite with TVC videos, radio spots, picture galleries, campaign overviews and results. With over 10 million Indian Facebook users, the site leverages the social media by enabling its visitors to share, comment, rate and like content using Facebook Connect.”
On being asked about the response to the new-look website, Priyanka Dutt, Project Manager, BBC World Service Trust, said, “The website was promoted very actively at the international AIDS 2010 Conference in Vienna. The site was a big hit in Vienna. Everyone liked the look and content and also its user-friendliness. Given the high creativity levels at the Conference and the global standards, we took that as a huge compliment.”
IdeazInc redesigned the site completely and it was re-launched with new content, new look and lots of different ideas in mid-July, just before the international AIDS 2010 Conference in Vienna. The homepage of the website has been kept subtle through the usage of pastel shades in a white background. The coloured circles are inspired by condoms and give the site its character. The revamped site is based on Web 2.0 both in its design and features. It is user-friendly and gives the user a platform to share, comment and rate content, making it engaging and interactive.
The BBC World Service Trust is the international charity of the BBC. Created in October 1999, the Trust uses the creative power of the media to deliver development goals. Ideaz Inc is a multi-disciplinary creative agency based in New Delhi working for clients like Volvo Cars, Pedigree, Bharti, Tata Group, Agilent Technologies, Canon, Genpact, and T-Mobile, among others.