Partnership: NACO and BBC World Service Trust Join Hands

The Government of India’s National AIDS Control Organisation (NACO) implements the National AIDS Control Programme Phase III. The programme has prioritised an emphasis on condom availability and promotion as a key element in India’s HIV prevention efforts.

A significant achievement of the 'Condom is Just another Word' campaign was that the Government of India adopted it and used the project’s TV and radio advertisements for its own condom promotion efforts. As a result of NACO’s support, the campaign reached 150 million men nationally. This campaign is one of the many initiatives adopted by the government to promote condoms aggressively.

Since then, the BBC World Service Trust has been appointed the official creative agency for NACO, supporting condom promotion, STI awareness and promotion of voluntary blood donation. The BBC World Service Trust is responsible for strategy, research, creative and production. NACO plans and buys airtime for the outputs produced by the Trust.