The BBC World Service Trust, in conjunction with the Bill & Melinda Gates Foundation have hit upon a novel method to bring awareness about safe sex into the open in India.

The ‘C’ word, aka Condoms, which leaves even seasoned pros red-faced when buying them over the counter will no longer be a hushword as thousands of Indians have registered to download the ‘Condom A Cappella’ ringtone. The tone itself has a man singing the condom word in varying pitches.

Radharani Mitra, Creative Director of the BBC World Service Trust, says,

“Today ringtones are more of a personal statement for the youth than anything else. So why not have a specially-created condom ringtone, which would define its user as a sensible person?”

To download the ringtone, SMS Condom to 5676787 or get it from www.condomcondom.org. (The site uses Flash, causing it to freeze at times, though).