Advertisement

Condom Normalisation mass media campaign, it was primarily to showcase the campaign and enable people to download the ‘Condom a Cappella’ ringtone. Within the first six weeks, the website got over 3.5 million hits. As a benchmark, it took www.aidsmap.com three years to achieve the same figure and in its first month, the DFID’s www.aidsportal.org received 1/10th of the hit www.condomcondom.org received. It also saw over 200,000 ringtone downloads.

Since then, the Trust’s work on HIV and AIDS has increased substantially. The BBC World Service Trust has been the creative agency for the National AIDS Control Organisation (NACO). It works on three of NACO’s thematic areas, condoms, STIs (sexually transmitted infections) and blood safety.

Gurpreet Singh, Creative Director, Ideaz Inc. says – “It was great working with the BBC World Service Trust team. The website presented an interesting challenge – to create a vibrant, interactive experience for visitors to explore the good work that BBC WST has done across multiple campaigns in India. The site leverages social media through the popular Facebook connect platform to enable visitors to comment, like and share content, blogs, videos and photos.”

So it was time to relook at www.condomcondom.org in the context of showcasing all the work being done to promote ‘safer sex’. The site needed a revamp to widen its scope, make it more interactive, and bring it up to date. And that’s where Ideaz Inc(www.ideazinc.in) came in. They redesigned the site completely and it was relaunched with new content, new look and lots of different ideas in mid-July, just before the international AIDS 2010 Conference in Vienna. Creative Director Radharani Mitra says, “Ideaz Inc. translated our brief very well – we wanted something simple that would grab eyeballs and bring them back again and again. They got it right at the first presentation itself and put it all together in very little time.”