about the campaign

Consumer insight around risk perception shows that risk arises because people make calculations or judgements about when to use a condom with their sexual partners. And since they can never know everything about their partners’ sexual histories, their sexual health is at risk. The only way they can protect themselves is by taking control into their own hands - by using a condom.

Following on from the BBC World Service Trust’s two-year campaign to make condoms more acceptable, research now shows that low self risk perception is the key barrier to condom use. As the official creative agency for the Government of India’s National AIDS Control Organisation, the BBC World Service Trust is currently running the 'Risk is Real' condom promotion campaign, addressing low risk perception, targeting an audience of young men between 20 and 35 years old.

The campaign objective is to raise risk perception among the target group and to motivate them to use condoms consistently by first getting them to acknowledge that risk is real and they could be at risk; then prioritising condoms over all other considerations; and finally, making condoms a habit.

The campaign tagline – Muqaddar ka Sikander – the winner who controls his destiny – sums up our protagonist who becomes a role model for our target audience. The tagline also builds on the tagline of the previous 'Condom is Just another Word' campaign.