The slogans first emerged sometime in the 1950s, when India opened a new department devoted to family planning - the first in the world - and aggressively began promoting the use of contraception and methods like sterilisation to bring down its burgeoning population. The advert - which went viral and even won a UN award - was among a series of campaigns on family planning in India which have used witty slogans and messages to emphasise problems of rapid population growth and promote healthy sex practices. "Bol, bindass bol (Just say it and say it freely)," one of the them would urge him till he finally blurted out the word. Most populous nation: Should India rejoice or panic? 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. 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. 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. How do you teach millions of people family planning?īy getting them to say the word condom again and again till it shatters any form of shame or stigma around its use.
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